Aviva Life Insurance, the world’s fifth largest insurer has tied- up with McDonald’s, one of the leading fast food chains in India, to promote its new marketing initiative Tension Chhodo Cricket Khelo (TCCK).

TCCK is a unique mass activation campaign conceptualized by Aviva, which is based on the insight that parents these days being so occupied with securing their child’s future that they miss out on enjoying their childhood today.

The activation campaign will culminate in the month of September with the 15 lucky Dad-kid duos playing cricket with Sachin and his son in Mumbai.

Aviva Life Insurance is currently present in India in a joint venture with Dabur that owns a 74% stake in the venture. The company is aggressively looking at microfinance insurance and aims to garner 10% of new business premium from this segment in calendar 2009.

The company plans to tie up with microfinance institutions (MFIs) in India and will roll out products this year with an emphasis on spouse covers, which will comprise one-third of its microinsurance portfolio.