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Madrid, July 15

Sachin Tendulkar, brand ambassador of Aviva Life Insurance, has helped the company improve its brand awareness among customers, Mr Paterson said.

Asked about the relationship with Tendulkar, in the backdrop of recent news reports that he had been dropped by other products as their brand ambassador, Mr Paterson said that they would leverage the Tendulkar brand in a big way.

The contract was for a period of 3 years, he said, and they were in the middle of it.

What would happen after the end of the contract was for the future. But their surveys had shown that brand awareness score had increased from 79 per cent in 2006 to 89 per cent in 2007, he said.

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