NEW DELHI: Max Life Insurance Monday announced Team India cricket captain Rohit Sharma and his wife Ritika Sajdeh as its brand ambassadors.
Max Life has signed a two-year partnership with the cricketing star and his spouse, who are making their debut on-screen together.
The association is aimed at promoting the Max Life brand ethos of valuing the ‘self’ to determine the right financial value to protect themselves and their family.
The two-year long brand partnership with Rohit and Ritika aims to enable Max Life in enhancing its reputation across three product categories, besides other brand campaigns anchored in the brand’s promise of “Bharosa” and “You Are the Difference”.
As a sports icon, Rohit’s successful journey in cricket as a self-made man from a humble background inspires many across the world, including millennials. Rohit’ s persona as a cool, calm and composed leader resonates strongly with Max Life’s commitment towards building and reinforcing its customer’s trust. Ritika Sajdeh who plays a key role in his success, has her own professional pursuits and they are both firm believers in being equal participants in making decisions to protect the financial future of their family. These ideals align with Max Life’s aim to financially protect its customers against life’s many uncertainties.
Commenting on the association, Rahul Talwar, chief marketing officer, Max Life, said, “Rohit Sharma, as the millennial cricketer, is a source of inspiration to all and together with his wife appeals to the millennial gen. We believe this partnership will help drive life insurance awareness, especially among the younger generation by highlighting the importance of staying protected in life early on and being the difference to their families. We are on a journey to build India’s most admired, trusted life insurance brand that delivers on its promises, and our association with Rohit Sharma and Ritika Sajdeh will strengthen this journey. The power couple who have come together for their first brand campaign, perfectly personify our purpose of inspiring consumers to increase the value of their lives. This partnership will enhance the trustworthy credentials of Max Life Insurance and will build its appeal as a progressive brand.”
