IDBI Federal Life Insurance has rolled out a campaign featuring its brand ambassador Sachin Tendulkar.
Titled #KeepMoving, the campaign shows the importance of fitness - both physical and financial. Conceputalised by L&K Saatchi & Saatchi, three films show youngsters working out. While they're concerned about their physical fitness, they are also looking out for their financial plans. The films end with a call-to-action for viewers to head to a microsite www.keepmovingindia.com to check both the 'fitness' scores.
Vighnesh Shahane, MD and 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.”