Sachin Tendulkar was nearing his hundred, but had run out of partners. Well, almost. It was an Irani Trophy match, very important for a young Tendulkar in the context of him getting into the Indian team. In the dressing room, Gursharan Singh was nursing an injury, not quite in a position to go out to bat. But Raj Singh Dungarpur, then chief selector, implored him to go out there and help Tendulkar complete his century.
“Gursharan came and gave me company, and I completed my hundred,” said Tendulkar at the unveiling of Ageas Federal Life Insurance’s new brand identity. “I was grateful and later in 1990, when Gursharan was with the Indian team in New Zealand, I told him that when he would retire and arrange his benefit match, I would definitely turn up.”
Tendulkar is Ageas Federal Life’s brand ambassador, and like the company, the legendary former India captain puts a premium on trust and commitment. “In early 2005, fifteen years after the New Zealand tour, I got a call from Gursharan, informing me that he was arranging his benefit match,” Tendulkar recounted. “I made it a point that I would turn up, which I did.”
The association between Ageas Federal Life Insurance and Tendulkar is 10 years old now. The company offers assurance to millions of Indians the way Tendulkar used to when he was batting. The two are made for each other. Under Jude Gomes, Ageas Federal Life Insurance’s Managing Director & CEO, the company has become the very definition of trust, compassion and care. The company’s new logo represents “new beginnings and renewed hope”.
“This new identity reflects who we are and what we strive to become for the people of India — an enabler of possibilities,” Gomes said at the unveiling event. “‘Alba’ embodies care and optimism, while our brand promises Har Wada Mumkin.”
He added: “Promises Made Possible reflects our commitment to turn every promise into a possibility. This milestone accelerates our aspiration to address India’s evolving financial protection needs and build a brighter future for millions.”
Speaking on the occasion, Tendulkar said: “I am extremely proud to be associated with one of India’s leading life insurance companies. With its new identity and strengthened promise, the brand reaffirms what truly matters, standing by people and securing lives. The new logo and brand promise reflect a renewed commitment to protecting every family’s future.”
The refreshed identity of Ageas Federal Life arrives at a time when India’s life insurance industry is experiencing significant transformation, with increasing awareness around financial protection, rapid digital adoption and growing demand from emerging customer segments, including MSMEs and young savers. With this foundation, Ageas Federal is poised to be a catalyst for trust, access and innovation in a market that remains largely underpenetrated.
The refreshed colour palette further brings the brand to life, where orange conveys the warmth and energy of sunrise, symbolising optimism, renewal and forward momentum. Violet represents trust, wisdom, calmness, integrity and values.
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Ageas Federal Life Insurance unveils its new brand identity. Under Jude Gomes, Managing Director & CEO of Ageas Federal Life Insurance, the promise is “Har Wada Mumkin”.
The legendary Sachin Tendulkar, the company’s brand ambassador said: ” I’m extremely proud to be associated… pic.twitter.com/441m4ECZ1n
— RevSportz Global (@RevSportzGlobal) December 9, 2025
