IDBI Federal shifts focus on brand building around sports & fitness

29 Jan,2016

By A Correspondent


IDBI Federal Life Insurance has taken to sports and fitness as a route to boosting its brand building efforts and contributes to the development of sports at grass root levels. The company has identified and partnered a series of initiatives.


It has two Bowling Foundations, one with Mumbai Cricket Association (MCA) and the other with Karnataka State Cricket Association (KSCA). To promote discovery and nurturing of football talent, IDBI Federal Life Insurance has associated itself with ‘Young Heroes’, a 15 city inter-school football talent hunt. In its bid to promote a healthy and fit lifestyle, the company sponsors two marathons, one in Kochi and the other in Kolkata. The company truly walks the talk – a large number of IDBI Federal employees have also taken to long distance running to stay fit and healthy. This has helped spread a message of health awareness across the firm’s employees, as well as in the communities in which it operates.


To boost the overall cricket landscape in Bengal, it supports all the endeavours of The Cricket Association of Bengal (CAB). Last but not least; the company has also announced the launch of IDBI Federal Life Insurance 12th  D Y Patil T20 Cricket tournament to be held in Navi Mumbai from February 15 to 25, 2016.


Commenting on the tie-ups, Vighnesh Shahane, CEO, IDBI Federal Life Insurance, says, “As an organisation we wish to bring about a positive change that helps us shape a better future. Sports has always empowered people to develop into disciplined, responsible and mature winners who make a real difference around them. What better opportunity for us than to partner with a wide variety of sports and fitness events – events that range from discovery and nurturing of talent to running as a community that add to the well-being of the society at large. Being a sportsman myself, I understand the pivotal that sports and fitness initiatives can play in an individual’s life. Many of our employees also participate for various long distance running events. It gives us immense pleasure to contribute to India’s sports and fitness culture.”


In July this year, along with the Mumbai Cricket Association (MCA), IDBI Federal Life Insurance announced the MCA – IDBI Federal Life Insurance Bowling Foundation. And in the month of October, the company forged a similar association with Karnataka State Cricket Association (KSCA) to launch KSCA – IDBI Federal Life Insurance Bowling Foundation. These bowling foundations have been established to hone meritorious bowling talent and develop them into first-rate bowlers to boost the domestic and international cricketing landscape in India. As part of the programme, select fast bowlers and spinners in the age group of 19 years and above will be a part of the Foundation for a 2-year training stint. Australian pace legend, Jeff Thomson, has been brought on board as the international coach for the Bowling Foundations.


In September 2015, IDBI Federal announced its partnership with The Cricket Association of Bengal (CAB) to strengthen the state’s cricket endeavours through its regular cricketing activities and also through the ambitious Vision 2020 programme. In yet another endeavour, IDBI Federal Life Insurance recently concluded IDBI Federal Life Insurance Spice Coast Marathon. This marathon has one of the most picturesque courses. Certified by USA Track & Field (USTAF), this marathon gives runners a chance to participate and qualify for the prestigious Boston and London Marathons. Over 2,300 spirited runners participated for this destination Marathon in November 2015.


IDBI Federal Life Insurance will also be the new title sponsor of 9th Edition of Kolkata’s only full Marathon. IDBI Federal Life Insurance Kolkata Marathon 2016, as it is called now, will take place in the City of Joy on March 6, 2016. Multiple Grand Slam winner and Padma Bhushan Awardee, Leander Paes will be a brand ambassador for this marathon.


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