A financial services company will be courting consumers with roots in India, Pakistan and other South Asian countries.

The Nationwide Financial Network arm of Nationwide Financial Services Inc., Columbus, Ohio, has hired A Partnership Inc., New York, a marketing firm, to help it develop a South Asian extension of its “Life Comes At You Fast” brand campaign.

The campaign will include 5 television spots that will air on South Asian cable and satellite television networks, newspaper print ads, and Web and in-theater ads.

Nationwide also will sponsor an India Independence Day prade, a Pakistan parade, and celebrations associated with Diwali, the Hindu festival of lights, which will be observed Oct. 21 this year.