Brand Building: IDBI Federal Partners Sports And Fitness

by  EVENTFAQS Bureau Marketing | January 20, 2016 | Feature

IDBI Federal Life Insurance Kolkata Marathon

IDBI Federal Life Insurance has taken to sports and fitness as a route to boost its brand building efforts and contribute to the development of sports at grass root levels. The company has identified and partnered a series of initiatives in various sports including Cricket, Football, and distance running to promote and healthy and fit lifestyle. 

Here are a few sports initiatives the brand has associated itself with:

Cricket

The brand has partnered with two Bowling Foundations - one with Mumbai Cricket Association (MCA) and the other with Karnataka State Cricket Association (KSCA). As part of the programmes, selected fast bowlers and spinners in the age group of 19 years and above will be a part of a 2-year training stint. Australian pace legend, Jeff Thomson, has been brought on board as the international coach for both Bowling Foundations.

IDBI Federal has lent its support to all The Cricket Association of Bengal (CAB) to strengthen the overall cricket landscape in Bengal, through regular cricketing activities and the ambitious Vision 2020 programme. Sourav Ganguly, as the youngest ever president of CAB, has already taken the mantle to take Bengal Cricket to greater heights. 

The company also supports Dilip Vengsarkar Foundation’s (DVF), Cricket Academy at the Oval maidan, Churchgate. Over the years, players like Yuvraj Singh, Ajit Agarkar and Ramesh Powar from the foundation have gone on to play for India.

The company is the title sponsor for the 12th edition of D Y Patil T20 Cricket tournament. The same will be called IDBI Federal Life Insurance 12th D Y Patil T20 Tournament and will be held in Navi Mumbai from February 15 to 25, 2016. Mumbai is yet again all set to witness some exciting T20 cricketing action from the finest upcoming talented batsmen and bowlers. The tournament will feature 16 teams playing a total of 31 matches with 7 knockout games. The matches will be played at D Y Patil Sports Stadium, Navi Mumbai.

Marathons

The brand recently concluded IDBI Federal Life Insurance Spice Coast Marathon. With one of the most picturesque courses and 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 in the race held in Nov 2015. The race also saw more than 19 blade runners led by Kargil war hero, Major D P Singh and his group - The Challenging Ones (TCO). Major DP Singh ran the half marathon, while his team-mates, hailing from different parts of the country, wearing blades and prosthetic limbs, took part in their first 5k, which was also the first ever running event after their limbs were amputated. The presence of ‘The Challenging Ones’ received a huge round of applause from the inspired crowd present on the ground.

The company also sponsors two other marathons, one in Kochi and the other in Kolkata. 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.

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.

Football

To promote discovery and nurturing of football talent, IDBI Federal Life Insurance has associated with ‘Young Heroes’, a 15 city inter-school football talent hunt. The aim is to identify and develop football in the country, from the grassroots level. With over 650 schools in 15 cities participating in the 7-a-side under-15 talent scouting tournament in India, the programme reached out to 4,20,000 students. At the end of the tournament, 45 talented footballers will be trained by professional coaches and the top 16 will be sent for an international exposure trip to Spain.

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.”

IDBI Federal Life Insurance Co Ltd is a joint-venture of IDBI Bank, Federal Bank, and Ageas, a multinational insurance giant based out of Europe.