Competing with models, singers and actresses packing the restaurant to entertain the attendees, Sara again turned himself into an attention-grabber by riding a Bt2-million Ducati motorcycle onto the stage.

Almost four months ago when Muang Thai launched a new product aimed at the fairer sex, Sara excelled himself by diving into the 10-metre-deep Siam Ocean World aquarium.

The 37-year-old's fortunes in the life insurance business have flourished. He has grown the company by introducing multi-distribution channels and his employees are happy with their salaries - and last year's six-month bonus he approved for them.

In 2005, he won the inaugural "Asean Young Managers Award" given at the 31st Asean Insurance Council. Last month, he was appointed president of the Thai Life Assurance Association, becoming the youngest president ever in the history of the country's life insurance industry. His appearance and charisma have raised hopes of a new dawn in the sector. Will he meet peoples' expectations? Time will tell.