Birla Sun Life Insurance runs with 'Bhaag Milkha Bhaag'

Birla Sun Life Insurance (BSLI), as a part of its marketing initiatives, continues to urge mass India not to run away from the uncertainties, but prepare to fight back. Birla Sun Life Insurance takes another step to emphasize their message ‘Prepare for the uncertainties of life. To further promote this strategy, company has announced its association with the movie Bhaag Milkha Bhaag, to celebrate the spirit of fighting back against the Uncertainties of Life.

With the movie Bhaag Milkha Bhaag, it is the Brand’s yet another endeavour to inspire people through a real life story of a true hero, who inspite of various life challenges, chose to stand up against them and prepared to fight back. Milkha Singh’s story is a perfect example of the Brand’s Philosophy of the importance of planning to fight against the uncertainties in our daily lives.

Speaking on the occasion, Jayant Dua, MD & CEO, Birla Sun Life Insurance said “Like Milkha Singh, we all have challenges in our lives and we face various uncertainties at every step in life. With this movie brand integration and other such associations, we would like to take the “life ka balla” forward and move it from only ‘cricket’ to ‘life’ context. Taking inspiration 

“Bhaag Milkha Bhaag depict the story of a common man who fights against the odds and uncertainties of life and emerges as a winner. Farhan Akhtar represents the urban man and is a believable character which every common person can identify with. The core values of Birla Sun Life Insurance are engrained in this movie which makes this association a good fit. The target audience can easily recognize with the character of Milkha and know the importance of being prepared for future! I am sure this marriage will yield great results for both - The movie and Birla Sun Life Insurance” said Darshana Bhalla, CEO-MATES

The movie, Bhaag Milkha Bhaag, tells the true-life story of Milkha Singh, aka 'The Flying Sikh', who has been revered and idolized by millions of Indians as one of the most loved and esteemed sports heroes. Milkha Singh's life is a portrait of professional triumph over personal tragedy. Embarking on the journey both BSLI and BMB have come together to reiterate their message that one needs to be prepared for the Uncertainties of Life.