MAM
Sachin Tendulkar to lead #KeepMoving push-up challenge at IDBI Federal Life Insurance marathon
MUMBAI: This Sunday will witness the 18,000 runners joining cricketing legend, Sachin Tendulkar in the #KeepMoving push-up challenge at the IDBI Federal Life Insurance New Delhi Marathon 2019, to be held at the Jawaharlal Nehru Stadium.
Prior to each of the races, Sachin Tendulkar, along with the marathon participants will be doing 5-10 push-ups as a part of the #KeepMoving Push-up Challenge in order to make a difference to the families of the martyrs. For each participant in the challenge, IDBI Federal will be donating Rs 100 towards the fund for the Martyrs.
IDBI Federal Life Insurance MD and CEO Vighnesh Shahane said, "Our country has witnessed a terrible attack last week in Pulwama and we offer our condolences to the families of the martyrs. To stand in support for these brave souls and their families, we encourage all the 18,000 runners participating in this year’s IDBI Federal Life Insurance New Delhi Marathon to join Sachin Tendulkar in being a part of the #KeepMoving Push-Up Challenge. Even 5-10 push-ups can make a difference, as for each participant who undertakes the challenge, IDBI Federal will be donating Rs 100 towards the martyrs’ families.”
IDBI Federal Life Insurance brand ambassador Sachin Tendulkar said, "I firmly believe that success lies in pushing our limits and challenging ourselves, as we are our only competition. This is why we are organising the #KeepMoving Push-up Challenge at this year’s IDBI Federal Life Insurance New Delhi Marathon. I would request all runners to join me in taking this challenge and making a commitment to a fitter future.”
Rising living costs, longer financial responsibilities, and changing household structures are reshaping how Indian families plan for long-term financial security. In this shifting environment, life insurance is increasingly being viewed as a core part of structured financial planning rather than an optional protection tool.
Securing Your Family’s Finances with Life Insurance
Life insurance plays a role in family financial planning by supporting income continuity and long‑term financial responsibilities in the event of an unexpected loss. With this coverage amount, the family can continue to maintain their daily needs, fund children’s education, repay debts, and meet other financial obligations.
Beyond basic financial protection, life insurance has expanded to support long‑term planning objectives, helping families manage education costs, liabilities, and continuity of income.
Retirement Benefits with Life Insurance
As India’s workforce becomes more conscious of post‑retirement income security, life insurance is increasingly linked with retirement planning. Regular income options integrated into insurance products are being viewed to reduce dependence on external support systems later in life.
Save your Income Tax with Life Insurance
Tax efficiency remains one of the reasons families factor life insurance into financial planning, as it continues to be recognised under prevailing tax provisions as a long‑term savings and protection tool.
Policy Flexibility and Early Adoption Trends
Early adoption and flexible policy design have also contributed to growing relevance, as insurers respond to broader financial planning needs across different life stages.
How Life Insurance is Evolving for Family Financial Planning
- Easier Digital Access
Purchasing a life insurance policy no longer involves loads of paperwork, multiple visits to the insurance office, etc. With online options, purchasing and managing life insurance policies has become much easier.
You can compare various insurance plans online, get instant quotes for premiums, opt for paperless documentation, and avail of faster claim settlements. This also helps maintain transparency among policyholders.
- Growing Popularity of Term Insurance
Term insurance plans are becoming more popular because of their high coverage and affordability. This shift reflects a growing preference for high‑coverage, cost‑efficient protection aligned with practical family responsibilities.
- Focus on Long-term Family Goals
As financial planning becomes more structured and long‑term in nature, life insurance is increasingly viewed as foundational rather than supplementary. Its role in addressing income continuity, long‑term obligations, and evolving family needs explains why relevance continues to grow in today’s planning conversations.
