Mumbai: Ageas Federal Life Insurance on Tuesday announced the launch of its new brand identity, marking a milestone in its transformation journey. The unveiling took place in the presence of brand ambassador Sachin Tendulkar and was led by Jude Gomes, Managing Director & CEO of the company.
The company’s new logo features two unifying arcs symbolising protection, reflecting Ageas Federal’s aim of supporting customers across different life stages. Speaking at the launch, Jude Gomes said, “This new identity reflects who we are and what we strive to become for the people of India — an enabler of possibilities. ‘Alba’ embodies care and optimism, while our brand promise ‘Har Wada Mumkin — 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.”
Tendulkar, who has been associated with the company for nearly a decade, described the event as “a special moment as we are launching our new logo identity and aspiring to chase our dreams.” He expressed gratitude for being part of a brand that he believes has a strong purpose and vision.
Reflecting on his long partnership, Tendulkar said he has witnessed “the energy, enthusiasm, and commitment of the team to deliver what they promise.” While the brand’s identity has evolved over the years, its core values have remained unchanged. “The DNA has stayed the same — helping and standing by people who need us, supporting them when it matters the most,” he said.
A Story of Loyalty and Promises Kept
During his address, Tendulkar recalled a memorable incident from 1989 during the Irani Trophy trials. Batting in the 90s, he shared how his partner Gurucharan Singh, despite having a broken hand, came out to bat after being urged by selection committee chairman Raj Singh Dungarpur. Gurucharan’s courage helped Tendulkar complete his century, paving the way for his selection into the Indian team.
Deeply touched by the gesture, Tendulkar promised to one day repay the support. In 2005, when Gurucharan hosted his benefit match, Tendulkar honoured that promise. “If your match were on the moon, I would still come and play,” he had told him. “Today I can proudly say the promise I made was fulfilled.”
Looking Ahead
Tendulkar applauded the leadership of Jude Gomes, describing his enthusiasm as “infectious,” and highlighted the importance of purposeful and impactful partnerships. “These last 10 years have been fantastic for me. I look forward to contributing more to people’s lives through Ageas Federal and its leadership,” he said.
Reaffirming the brand’s commitment, Tendulkar added, “We will make every promise possible. As a team, we will leave no stone unturned. This is a new journey for everyone, and I’m sure we will have many reasons to smile.”
