A new target.

NATIONWIDE is extending its "Life Comes at You Fast" advertising campaign to target the American South-Asian market. The advertising, which launched in September, is Nationwide's first effort created specifically for this market.

"We want to create work that reflects scenarios and traditions that are relevant to them. This campaign is an example of our growing support of diverse markets," said Tariq Khan, vice president of market development and diversity for Nationwide Financial Network, an affiliated retail distribution business of Nationwide Financial Services Inc. Five TV spots are appearing on South Asian networks that are found on Direct TV, Dish Network and through some cable outlets by subscription. The commercials are also running in theaters that cater to "Bollywood-type" films.

"Reflections" features a young man admiring himself in the mirror. After opening the medicine cabinet door to retrieve a hairbrush he looks at his reflection again and he is no longer the 20-year old but has changed into an overweight, balding 55-year old.

Print ads are appearing in India Today, News India and the India Post.