Aviva launches new campaign with Sachin

Last Updated: Sat, Mar 09, 2013 10:16 hrs

Mumbai/ Delhi, Mar 9 (IBNS): With an objective to help young fathers realize the importance of financial planning for their children's secure future, leading insurance provider Aviva India unveiled its social media strategy on Saturday based on creating and feeding engaging content in the social media channels.

The core of the content onion will focus on protection related content drawing analogies from cricket; the next levels will cover content on financial literacy, products and parenting for young fathers.

This will be supported by a robust digital advertising campaign to promote content to our target audience - young parents in the age-group of 28-44 years.

Through the new campaign - 'Padding up with Sachin' and 'Sachin Off Guard', launched on Saturday, Aviva aims to further strengthen its association with fatherhood and protection.

These are a series of webisodes on cricket tutorials and interviews on importance of protection by Aviva's Brand Ambassador and the Master Blaster - Sachin Tendulkar.

For the first time ever, netizens will have access to innovative, inspirational and conversation like tutorials on cricketing by the Little Master himself.

With 73% of audience on social networking sites consuming video/ entertainment on the site, Aviva said it sees an increase of three fold in its engagement scores in its social media channels like Facebook, Twitter and Youtube leading to higher awareness on Aviva's offerings.

Speaking on the occasion, Rishi Piparaiya, Director Marketing and Bancassurance, Aviva India, said, "In the 'Padding up with Sachin' series, each webisode starts with Sachin reminding the viewers about the importance of protection."

Sachin Tendulkar said, "Cricket is my passion and I am delighted to partner with Aviva to launch the ´Padding up with Sachin´ tutorials.

"These webisodes which showcase my successful moves on the pitch, will give fathers a chance to view and coach their children. The links to these videos will also be available on my Facebook page as well and I invite all to view and share the same".

Market research by a leading kid's channel highlights that Sachin Tendulkar is the leading sports icon for both boys and girls and cricket is among the most popular sports in India.

The first webisode to be released in the series is on Sachin's signature shot - Straight Drive.

The next series to be unveiled shortly will be on his other signature moves like Cover Drive, Pull Shot and Square Cut and will be released basis audience poll through contests in social media.

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