Sanjaya to Star in New Ad for Nationwide Former ”Idol” Contestant is the Next Life Comes at You Fast

May 27th, 2008 - 12:08 pm ICT by admin  

Columbis, Ohio, United States, Tuesday, May 27, 2008 — (Business Wire India) — Nationwide announced today that the next star of the Life Comes at You Fast advertising campaign is Sanjaya Malakar, former contestant on “American Idol.” Sanjaya will follow in the footsteps of Kevin Federline, Fabio and MC Hammer, who appeared in previous Life Comes at You Fast commercials.

“I’m thrilled to star in one of Nationwide’s Life Comes at You Fast ads, because I really love the campaign,” said Malakar. “My experience on American Idol was a great example of how life really does come at you fast. The ad is a funny take on the serious subject of planning for retirement.”

In the spot, Sanjaya visits a monastery in India to seek advice and he is told that he needs a retirement plan, and some work on his hair.

This is the third year Nationwide created advertising specifically targeting the South Asian market. The Sanjaya ad is one of six new spots that will specifically target the South Asian market.

“The rapidly growing South Asian market is very important to us,” said Tariq Khan, Nationwide’s vice president for Market Development and Diversity. “The creative work in these print ads and TV spots reflect traditions and situations that South Asians can relate to.”

In keeping with its unique campaign, the ad will use humor to make an important point: Life Comes at You Fast - often before you realize it. Whether it is getting married, having a child, buying a new home, or saving for college or retirement, advance preparation is important, especially when it comes to insurance and financial planning.

“The Life Comes at You Fast concept was created to remind people that they need to think about preparing for tomorrow,” said Steven Schreibman, vice president of advertising and brand management for Nationwide. “Sanjaya’s ad reminds consumers that they need to be prepared for life to change, because change is inevitable.”

Nationwide, based in Columbus, Ohio, is one of the largest diversified insurance and financial services organizations in the world, with more than $161 billion in assets. Nationwide ranks #108 on the Fortune 500 list. The company provides a full range of insurance and financial services, including auto, motorcycle, boat, homeowners, life, farm, commercial insurance, administrative services, annuities, mortgages, mutual funds, pensions, long-term savings plans and health and productivity services. For more information, visit

Nationwide, Nationwide Financial, the Nationwide Framemark, Life Comes at You Fast, and On Your Side are federally registered service marks of Nationwide Mutual Insurance Company.

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