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Sanjaya on your side.

[ILLUSTRATION OMITTED]

FORMER SIXTH-SEASON American Idol finalist Sanjaya Malakar is again taking center stage as the newest star of Nationwide's "Life Comes at You Fast" advertising campaign.

The spot is set to air later this month on a number of U.S. Indian-language cable channels, such as Sony Entertainment Television and TV Asia.

Nationwide selected Malakar to star in its ad because "he's well known within the Asian and Indian communities and in the United States" said Steven Scheibman, vice president of advertising and brand management. "Having done American Idol and now embarking on the next phase of his career, Sanjaya wants to start planning for the future. And, that's the strategy behind the campaign--regardless of age, individuals should begin planning for retirement, and Nationwide Financial is here to help."

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

The ad is one of six new spots that will specifically target the South Asian population. This is the third year Nationwide created advertising specifically targeting this market.
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Title Annotation:ADVERTISING; Sanjaya Malakar
Publication:Best's Review
Article Type:Brief article
Date:Aug 1, 2008
Words:185
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