Mumbai, Feb 4 (IANS) Mumbai-based private life insurer IDBI Federal Life Insurance has taken to sports and fitness route to boosting its brand-building efforts and contributing to the development of sports at the grassroot level, a company official said.

“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,” said Vighnesh Shahane, CEO of IDBI Federal Life Insurance, in a statement here.
Identifying a series of initiatives, Shahane said the company has two Bowling Foundations — one with the Mumbai Cricket Association (MCA) and the other with Karnataka State Cricket Association (KSCA).
Also, to promote discovery and nurturing of football talent, IDBI Federal Life Insurance has associated itself with ‘Young Heroes’, a 15-city inter-school football talent hunt.
And, in its bid to promote a healthy and fit lifestyle, the company sponsors two marathons — one in Kochi and the other in Kolkata.
“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,” Shahane said.
To boost the overall cricket landscape in Bengal, the company supports all the endeavours of the Cricket Association of Bengal (CAB). The company has also announced the launch of IDBI Federal Life Insurance 12th D.Y. Patil T20 Cricket Tournament to be held in Navi Mumbai from February 15 to 25.
The company has set up bowling foundations in Mumbai and Bengaluru to hone meritorious bowling talent and develop them into first-rate bowlers to boost the domestic and international cricketing landscape in India.
As part of the programme, select fast bowlers and spinners in the age group of 19 years and above will be part of the foundation for a two-year training stint. Australian pace legend Jeff Thomson has been brought on board as the international coach for the Bowling Foundations.
In yet another endeavour, IDBI Federal Life Insurance recently concluded IDBI Federal Life Insurance Spice Coast Marathon.
This marathon has one of the most picturesque courses. Certified by the US 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 this destination Marathon held in November, last year.
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) participate in the marathon. Major D.P. Singh ran the half marathon. His team-mates, hailing from different parts of the country, wearing their blades and prosthetic limbs, took part in their first 5k, the first ever running event after their limbs were amputated.
The presence of ‘The Challenging Ones’ received a huge round of applause from the massive crowd present at the ground, all feeling humbled and inspired by the sheer presence and iron will of the amputee group.
In yet another endeavour, IDBI Federal has taken on the associate sponsorship of the ‘Young Heroes’ programme with an aim to identify and develop grassroots football in the country.
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.