Indian cricket legend Sachin Tendulkar to front the IDBI Federal Life Insurance Spice Coast Marathon 2017

Indian Cricket Legend Sachin Tendulkar announced as face of the IDBI Federal Life Insurance Spice Coast Marathon 2017

Indian cricket legend, Sachin Tendulkar has been unveiled as the face of the IDBI Federal Life Insurance Spice Coast Marathon 2017.

This move by IDBI is strategic as they are to tap into the Sachin Tendulkar brand, which, coupled with the release of his latest biopic - 'Sachin: A Billion Dreams' would help to market the marathon.

Commenting on the new partnership, Karthik Raman, CMO, head products & strategy, IDBI Federal, said, “We are extremely pleased to have God of Indian cricket, Sachin Tendulkar as the face of God’s own marathon, IDBI Federal Spice Coast Marathon 2017. This association will leverage the legacy of both the IDBI Federal Life Insurance Spice Coast Marathon and Sachin Tendulkar."

"Health and fitness is a cause close to our heart and I am glad that Sachin shares in our vision as well. We believe that he can inspire many more people to take running seriously and make a lifelong commitment to their health. Through our marathons, we hope to create a generation of running enthusiasts who are passionate about the sport of distance running and keep their fitness a priority at all times," he added.

The running course designed to pass through the most picturesque parts of Kochi takes all participants through 42 inspirational historical landmarks that motivate and encourage runners to perform better. The entire event includes 4 race categories – Full marathon (42.2 km), a half marathon (21.1 km) The Half Marathon Corporate Relay (21.1 km) and crowd favourite Family Fun Run (8 km).

“Kerala is a state that is very close to my heart and I am elated to be a part of one of the most scenic marathons of India, aptly called the IDBI Federal Spice Coast Marathon 2017. After being a part of the IDBI Federal marathons in Mumbai, Delhi and Kolkata it is great to be in Kochi and cheer for all the local runners. I am confident the enthusiasm and energy of Kochi city will create new benchmarks at the IDBI Federal Spice Coast marathon,” said Tendulkar.

Ramesh Kartha, race director and president, Soles of Cochin said, “Having Sachin amidst us on race day is simply unbelievable. He’s led an exemplary life both on and off the field, and always given fitness top priority his entire life. We couldn’t have asked for a better icon to be the face of this marathon!”

Sachin is also the face of the IDBI Federal Life Insurance Marathons in Mumbai, New Delhi, and Kolkata.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.