Life insurance companies are balancing the increasing use of celebrity endorsers by limiting the association to short, event-led campaigns.
Tendulkar will join thousands of runners during the IDBI Federal Life Insurance New Delhi Marathon, on Sunday, to raise funds for the families of the martyrs of the Pulwama terror attack.
Insurance companies are going all out to grab eyeballs.
Before the start of each of the four races at the Jawaharlal Nehru Stadium, Tendulkar did 10 push-ups as part of the #KeepMoving Push-up Challenge and urged the runners to join him in the exercise.
His more than two decades long career is a stuff of legends and handing out tips on chasing success, Indian cricket icon Sachin Tendulkar on Friday said one should be smart enough to hide weaknesses against rival bowlers.
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