IDBI Federal Life Insurance will this year focus energies on enhancing its brand image through association with sports, its Chief Executive Officer, Vighnesh Shahane has said.
"We are looking at different sports at national level to improve our brand image. Our effort would be to do something unconventional. All our earlier conventional efforts such as hoarding, TV commercial have not brought us desired visibility", Shahane told BusinessLine.
This life insurer had recently tied up with Mumbai Cricket Association to launch a bowling foundation. The aim of MCA-IDBI Federal Life Insurance Bowling Foundation is to hone meritorious talent and develop them into first rate bowlers.
This foundation has roped in former Aussie pacer Jeff Thomson for a 2 year contract to coach the budding fast bowlers in India. Thomson will spend two months --September 2015 and May 2016--in Mumbai to coach young Indian talent from Mumbai this season.
Shahane said that IDBI Life Insurance will this year also look to support football and marathon as part of its efforts to improve its brand image.
To nurture football talent among school children, plans are afoot to sponsor a football competition for schools from various cities. This will be done in association with Star Sports and Parle, Shahane said.
Shahane also said that the life insurer was looking to break into the top ten club in the next two years as regards rankings by new business premium.