Kolkata, March 2 (Agency) versatile actor Vidya Balan became the brand ambassador of Bharti AXA Life Insurance on Wednesday. Vidya Balan embodies the core values of Bharti AXA Life Insurance and will help deepen the narrative of #DoTheSmartThing championed by the brand. Bharti AXA Life has been at the forefront of engaging with new-age customers and empowers them to deal with unpredictability in achieving life goals through assured financial returns on maturity, the company said in a statement here. Last year, it had announced a new brand purpose, which centres on how to make insurance simple for customers in a complicated world. Commenting on the announcement, Parag Raja, MD & CEO, Bharti AXA Life Insurance said, “Vidya Balan has been a challenger in her field, expressing herself authentically and has always questioned stereotypes. She has excelled in bringing compelling and unique narratives to life on screen and is self-made, reliant, and audacious- values that strongly resonate with Bharti AXA Life as a brand. We believe in long-term relationships and are excited to bring Vidya on board to further our goal of broadening life insurance penetration across India.”
Speaking on the association, the National Award-winning actor said, “Bharti AXA has always been committed to simplifying insurance and empowering Indians to making smarter and savvier financial choices. I am extremely excited to represent the brand and help them further their manifesto of #DoTheSmartThing. It is heartening to see how the company has raised the bar of serving customers and constantly advocates for securing their financial futures. I look forward to the association and kicking off our engagement.” Geetanjali Kothari, Head of Marketing, Bharti AXA Life Insurance said, “At Bharti AXA Life, our brand promise is to #DoTheSmartThing and we believe in empowering customers to make better choices through all our offerings & initiatives. We are excited to bring Vidya on board and look forward to an enriching partnership with her. We believe that our association will help us strengthen awareness around the category and build a more meaningful and purpose-driven connect with our customers.” Vidya’s upcoming projects include Suresh Triveni’s Jalsa and Shirsha Guha Thakurta’s untitled movie with Pratik Gandhi.