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IDBI Federal Life Insurance and Sachin Tendulkar partner to redefine idea of Fitness for India

MediaInfoline January 10, 2019

IDBI Federal Life Insurance together with its Brand Ambassador, Sachin Tendulkar, announced the launch of the #KeepMoving movement which aims to redefine the idea of fitness for India. Through the movement, IDBI Federal seeks to drive home the message that in order to create and lead a healthy lifestyle, it is important to focus on both – Physical Fitness & Financial Fitness.

The #KeepMoving campaign will launch with short films featuring cricketing legend, Sachin Tendulkar which will encourage Indians to log onto the #KeepMoving microsite – Once on the microsite, they can then do an audit of their Physical Fitness and Financial Fitness levels by taking a short assessment test. The test results would reveal their current fitness levels on both parameters, as well as provide advice and tips to help them improve their scores.

Sharing his thoughts, legendary batsman and Brand Ambassador of IDBI Federal Life Insurance, Sachin Tendulkar said, “We see that most Indians who aspire to lead a healthy lifestyle tend to focus largely on physical fitness, while financial fitness is far lower on their list of priorities. Through the #KeepMoving movement, we aspire to change the mindsets of Indians by redefining their idea of fitness. We hope to create awareness among them that in order to truly live the lifestyle of their choice, they need to focus on both – physical fitness and financial fitness.”

Elaborating further on the movement, Vighnesh Shahane, MD & CEO, IDBI Federal Life Insurance said, “At IDBI Federal, our purpose is to empower people to create and live the lifestyle of their choice. For an individual to accomplish this, we believe that he or she needs to focus on his complete fitness, both physical and financial. It is not a choice and that is the key point that our #KeepMoving campaign aims to drive home. Helmed by our Brand Ambassador, Sachin Tendulkar, we endeavour to encourage, push and motivate the happy-to-be sedentary Indian down the path towards total fitness through this movement. This will help to build a better tomorrow, not only for the individual, but for the country as a whole.”

Video Links:

Film 1 (Crunches): here

Film 2 (Benchpress): here

Film 3 (Treadmill): here

Agency Credits:

Agency : L&K Saatchi & Saatchi

Creative Team:

Delna Sethna, Chief Creative Officer

Ishan Mehta, Creative Director

Chagas Ferdinando, Creative Director

Delna Shroff, Creative supervisor

Akshay Pandit, Sr. Art Director

Sarang Kulkarni, Sr. Art Director

Priyanka Mathur, Sr. Social media Executive

Andrea Vaz, Assistant Manager Social

Account Management:

Charles Victor, Executive Director

Peenaz Irani, Brand Partner

Vinay Sawant, Brand Services Manager

Komal Mirani, Brand Associate


Snehasis Bose, Sr. Vice President – Planning

Production House : Spotlight

Director: Amit Satyaveer


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