Tendulkar face of IDBI’s #KeepMoving fitness campaign

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Sachin Tendulkar is the face of IDBI Federal Life Insurance’s #KeepMoving fitness campaign. The private sector insurance brand has also released several videos with its brand ambassador and cricket icon Tendulkar for the campaign aimed at redefining the idea of fitness for India.

The movement aims to spread the message of a healthy lifestyle. The campaign conceptualised by L&K Saatchi & Saatchi highlights the importance of both physical and financial fitness..

The #KeepMoving campaign will launch with short films featuring Sachin Tendulkar. “Fitness today can’t just be physical. You need to work on financial fitness too. So keep moving to secure your future physically and financially…,” is the message the batting maestro delivers towards the end of each TVC.

“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,” says Sachin.

Elaborating further on the movement, IDBI Federal Life Insurance MD and CEO Vighnesh Shahane 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.”

The cricket icon still makes a tremendous impact with his brand icons. Duff & Phelps has rated him among the top 20 celebrity brand icons of India. Virat Kohli tops that the chart that also has MS Dhoni and PV Sindhu from the sports’ world.

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