India’s leading private life insurance company, IDBI Federal Life Insurance has announced cricketing icon and legendary batsman, Sachin Tendulkar as its Brand Ambassador.

Commenting on the partnership, Vighnesh Shahane, CEO & Whole-Time Director, IDBI Federal Life Insurance said, “In its journey of a decade, IDBI Federal Life Insurance has witnessed both highs and lows; moments of victory and challenging times. But with each obstacle, the company has emerged stronger and tougher, recorded milestone after milestone, and has always chosen to #KeepMoving. We believe that Sachin Tendulkar is an icon who exemplifies this very spirit of IDBI Federal Life Insurance. After a truly legendary cricketing career, Sachin has been relentless in spreading his vision of a healthy and fit nation, which resonates strongly with our organisation’s purpose of empowering people to lead a healthy lifestyle in order to shape a better tomorrow. We are excited to have Sachin partner with us during the next stage of our incredible journey and welcome him to the IDBI Federal family.”

Elaborating on the association, legendary batsman, Sachin Tendulkar said “Over the past two years I have witnessed how IDBI Federal has been driving the fitness agenda through promoting healthy living and more specifically through marathons across Mumbai, Delhi, Kolkata and Kochi. This approach towards building a nation’s physical fitness along with financial fitness is a vision that I identify with completely. So, to take this partnership with IDBI Federal to the next level where I will be endorsing the brand beyond being a face for the marathons is exciting and a journey which I look forward to. #KeepMoving!”

This is the first time in its history that IDBI Federal Life Insurance has appointed a Brand Ambassador. Sachin Tendulkar has been the Face of IDBI Federal’s Marathons since 2016, and now the Master Blaster will endorse the organisation as its Brand Ambassador.

IDBI Federal Life Insurance offers a diverse range of wealth management, protection and retirement solutions to individual and corporate customers. For FY18, IDBI Federal Life Insurance reported a net profit of INR 101 cr, a growth of 94% over FY17. This is the 6th consecutive year of profits since it first declared profits in FY13. IDBI Federal was also the first new age life insurance company to wipe out all accumulated losses.

With a vision to inspire positive change that helps people shape a better future and live their best lives, IDBI Federal has associated with key sports and fitness properties across the country. IDBI Federal organises marathons in Mumbai, New Delhi, Kolkata and Kochi which have a cumulative participation of over 50,000 runners annually. The company also partners with the Pullela Gopichand Badminton Academy for the ‘Quest For Excellence’ programme. This year, as a part of the programme, IDBI Federal launched the #YoungChamps initiative, in an attempt to identify budding badminton players from across the country. Through these initiatives, the organisation aims to involve professional athletes, families and anyone interested in sport, to get fit and healthier.