Just as the news of cricketer Yuvraj Singh suffering from cancer came out, many noticed a seemingly sudden increase in the frequency of a life insurance company's ad that features Yuvi and has him referring to his health problem. In the ad, the 30-year-old says, “Jab tak balla chal raha hai, thaat hai. Jab balla nahin chalega toh…”
Twitter was abuzz on Sunday with many saying it's encashing on the players' illness. User laughingbudai tweeted, "birla sun insurance trying 2 pockt mor biz wit YuvrajSingh (sic)." "Insurance ad running like crazy... brilliant timing for marketing?" wrote Samisaayer.
“Yuvraj's sickness is Birla sunlife’s advantage,” Sweeetstarr1 posted. The company, however, strongly denied such claims. “This ad was shot three months ago when Yuvraj’s tumour was first diagnosed. It was launched, as planned, on February 1.
People are noticing it because it coincided with the news and thinking there’s is an increase in the frequency. But that’s not true. We would never encash the crisis, in fact the ad was Yuvraj’s idea,” says, Ajay Kakar, CMO, financial services, Aditya Birla Group.