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Bangalore, Karnataka, India Mahendra Singh Dhoni (“Dhoni”) will feature in a marketing campaign of Exide Life Insurance based on the theme “Lamba saath, bharose ki baat.” (Long term relationships build trust) The campaign reinforces the fact that one should buy life insurance for the long term Exide Life Insurance, today announced Mahendra Singh Dhoni(“Dhoni”) as its brand ambassador. Dhoni, who represents the aspirations of millions, has a strong mass appeal and followership compared to any other sporting icon in India. Dhoni is the perfect brand ambassador for Exide life Insurance as he embodies the values of Exide life Insurance. He is Dependable, Dynamic, Responsive and Foresighted.   “Dhoni represents a unique blend of skill, commitment and stability which are all personality traits that are relevant to the life insurance category” stated, Mohit Goel, Director-Marketing, Exide Life Insurance. “As a life insurance company, we believe that long term relationships build trust, a

HDFC Standard Life Insurance on Friday said it has agreed with Max Financial Services and subsidiary Max Life Insurance to open exclusive merger talks , as the trio target an increased share of domestic insurance market. Shares of Max Financial Services and HDFC rallied sharply today . Bhavik Hathi of A&M India told NDTV Profit than the deal shows the path that the insurance industry is going to take ahead. Max Life would be able to gain access to HDFC’s bancassurance network, he added. Bancassurance enables insurance companies to sell their products to the bank’s client base. “There is clear wave of consolidation happening. We have seen HDFC doing something similar on the general insurance side as well,” he said. HDFC’s general insurance arm HDFC Ergo earlier this month agreed to buy L&T General Insurance in an all-cash deal for Rs 551 crore. Analysts said Max Life’s and HDFC Standard Life’s businesses were complementary, which may be one reason why the two companies have dec