MUMBAI: Being an Indian contesting the American Idol, Sanjaya Malakar hogged the limelight. Now it is his turn to get advertisers in.

Nationwide, a diversified insurance and financial services organisation, has roped in Malakar as their next star of the "Life Comes at You Fast" advertising campaign.

Malakar will follow in the footsteps of Kevin Federline, Fabio and MC Hammer, who appeared in previous Life Comes at You Fast commercials.

"The Life Comes at You Fast concept was created to remind people that they need to think about preparing for tomorrow. Sanjaya's ad reminds consumers that they need to be prepared for life to change, because change is inevitable," said Nationwide VP advertising and brand management Steven Schreibman.Nationwide, based in Columbus, Ohio, provides a range of insurance and financial services.

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. Sanjayas 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. The creative work in these print ads and TV spots reflect traditions and situations that South Asians can relate to," said Nationwide vice president for market development and diversity Tariq Khan.

The ad will use humour 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.