Repositioning a brand is a humungous task, especially when the brand already has credibility and stature. How do you make it better? What should the messaging be? How do you make clients feel vindicated for buying into you? How do you distinguish yourself from market clutter? In existing market dynamics, how are you standing out?
I am sure Ageas Federal Life Insurance (AFLI), led by Jude Gomes, spent weeks and months ideating on each of the above ahead of the brand relaunch on December 9, 2025. With Jude and his team, I was confident that preparation would be key. They would leave nothing to chance, and that’s what binds them with Sachin Tendulkar. Throughout his career, Sachin was always the best prepared. He was ready to fulfil promises. With him, it was always “Har Wada Mumkin [Promises Made Possible]”. That’s exactly what Jude and his team at AFLI have always done—and will continue to do.
Let me make a disclosure here. Jude, Atul Srivastava, Erum Kidwai, and the Ageas Federal senior management are friends of mine. They are sponsors of Backstage With Boria, so there is indeed a bias. At the same time, it allows me a sneak peek into their mindsets—the due diligence, the attention to detail, how the logo was reimagined, the colours chosen and zeroed in on, and the plans that were meticulously made and executed. Winning people’s trust isn’t easy. Retaining that trust is even more difficult. And that’s exactly what this team at AFLI has been able to do. Sachin clearly is the best person to be the face of the brand.
From my personal experience with AFLI, two things stand out. First, they stand by you. Second, they believe in fulfilling promises. Good or bad, the promise will be honoured. The industry has faced significant challenges over the past couple of years, and yet the partnership with Ageas Federal was never really in question. Jude, who is committed to taking the brand forward and giving it a pan-Indian stature, put it best: “We will fulfil every promise made. Be it with our customers or our partners, that’s what defines us. And to all our clients, we will continue to say, Har Wada Mumkin.”
You will see a lot of Ageas Federal Life Insurance on the RevSportz platforms in the coming days as we restart Backstage With Boria on Monday. Going ahead, you will also see significant work being done at Trailblazers 2026—work that will help create a legacy, chase excellence, and make a tangible impact on the Indian sports ecosystem. As I said, “Har Wada Mumkin.”
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