SBI Life Insurance, one of India’s most trusted private insurance companies, launched a thought-provoking novel initiative ‘Beyond The Boundary’ in collaboration with Tape A Tale to honour cricket enthusiasts by conceptualizing a platform to narrate inspiring fan stories. The novel initiative blends the passion of cricket with the art of storytelling. This unique gathering aimed to place the spotlight on the untold stories of cricket fanatics who continue to balance between their individual aspiration i.e. the love for cricket & their familial responsibilities.
The line-up of fans included the famous cricket presenter, Mayanti Langer;
businessman and celebrated cricket memorabilia collector, Rohan Pate; Sports Content
& Strategy at leading sports app, Shirshendu Roy; Sports anchor, Tanya Purohit;
Social Worker, Subhankar Paul; Architect & Stadium Designer, Chanpreet Singh and
few others from diverse walks of life. These individuals, chosen for their unique stories,
exemplify the spirit of ‘Apne Liye Apno Ke Liye’ a message integral to SBI Life’s
commitment to empowering individuals to pursue their dreams & aspirations. These
individuals are not only cricket fans but have managed to carve a niche for themselves
while fulfilling their individual aspirations, family’s needs & professional goals.
Sharing views on the significance of the event, Mr. Ravindra Sharma, Chief of Brand,
Corporate Communications, and CSR, SBI Life Insurance said, “Cricket in India is
more than just a sport; it is a religion for millions of fans. While the players are
worshiped like heroes, it is equally important to recognize the cricket fans, as they play
a crucial role in the success & popularity of this sport. Thus, in an effort to honor these fans of cricket, SBI Life conceptualized a novel initiative ‘Beyond The Boundary’ in
association with Tape A Tale; providing a platform to enable them to narrate
inspirational stories about their tryst with cricket, albeit outside the pitch. ‘Beyond the
Boundary’ is an enabler for every cricket fan to continue to relentlessly pursue their
dreams.” He further added, “The narratives showcased are not merely tales of cricket;
they transcend boundaries, representing stories of determination, perseverance, and
the perfect balance between pursuing individual dreams and fulfilling familial responsibilities. This initiative clearly aligns with our brand core ‘Apne Liye Apno Ke
Liye’ with every cricket enthusiast who dares to dream. We hope to inspire the cricketing fans across the nation to dream big and pursue them responsibly by facilitating
platforms that give voice to the unsung heroes and showcase their compelling stories.”
SBI Life’s ‘Beyond the Boundary’ a novel initiative in collaboration with Tape A Tale, seeks to showcase the transformative power of cricket in India by place the limelight on the cricket enthusiasts and their unique autobiographical storytelling. More than 500 audience attended the event that took place in Mumbai. To further amplify the performances and efforts, various social media platforms of SBI Life & Tape A Tale will be leveraged to reach maximum audience across the country; supported by other Digital & PR activities.
