Sachin Tendulkar opens keep moving movement

Sachin Tendulkar reiterated his pledge to work for making India a sport playing nation from existing sport loving nation. The legendary cricketer on Wednesday launched #KeepMoving movement which aims to redefine the idea of fitness for India. He will be the brand ambassador of IDBI Federal Life Insurance which has conceived the movement.

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 and Financial Fitness.

The #KeepMoving campaign will launch with short films featuring cricketing legend, Tendulkar which will encourage Indians to log onto the #KeepMoving microsite –www.keepmovingindia.com. 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.

“As We aspire to be young and healthy India we still are the diabetes capital and have many obese people. We need to get physically and mentally fit. Financial security is also something we have to plan early,” Sachin said.

“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," he added.

Sachin has been the face of four long distance racing events conducted by IDBI annually. The Federal Insurance company has also earlier ventured with Pullela Gopichand to find badminton talent across the nation besides setting up pace bowling academies briefly with Jeff Thomson in Mumbai, Karnataka and Kerala.

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