SG Pipers Launches ‘Danka Baja Re’ Campaign Film

SG Pipers has launched its latest campaign film titled 'Danka Baja Re', marking a strategic step towards building a unified and recognisable identity for the franchise. Designed as a music-driven film, the campaign brings together players, coaches and support staff, positioning collective spirit at the centre of the narrative. With the Women’s Tournament commencing ahead of the men’s competition, the campaign has debuted with the women’s team, with a separate version planned for the men’s squad.

Structured closely around the rhythm and lyrics of the soundtrack, the film blends individual player introductions, hockey skill sequences and coordinated group visuals. The execution balances personal moments with team-led imagery, reflecting both individual identity and shared purpose. The visual language is energetic and contemporary, aligning with the pace and intensity of modern hockey while remaining accessible to fans.

The campaign film was conceptualised with the involvement of Navneet Kaur, captain of SG Pipers, and builds on the vision of Sanjay Gupta, chairman and managing director, APL Apollo Tubes Ltd. The approach focuses on giving players individual visibility while reinforcing the idea of a connected team unit. This intent is reflected in the film’s structure, where each player and staff member is featured as part of the collective narrative rather than as isolated highlights.

Speaking about the campaign, Kaur said, “It was very good. It was different. I don't think any team has made a video like this. The best thing was that every player was shown in it.” She highlighted the collaborative process behind the film, noting that players were involved in decisions around sequencing, movement, speed and hockey skills. According to Kaur, the experience reflected how the team functions on and off the field, adding, “It shows the spirit of a team, that we are united.”

Kaur also acknowledged the leadership behind the initiative, saying, “I would like to thank our chairman and managing director, Sanjay Gupta Sir, for his vision. He genuinely cares about women’s hockey and believes in giving players individual visibility.” She added that highlighting players beyond match performance is an important step for the sport and expressed hope that such support for women’s hockey continues.

Team head coach Sofie Gierts also shared her perspective on the film, describing it as an unexpected and positive experience. She said, “It was a pleasant surprise. It is very well done by the team.” Gierts noted that the campaign reflects a diverse group of women supported by an equally diverse staff, adding, “Women working together can be very powerful.”

The campaign forms part of a broader effort by SG Pipers to deepen fan engagement through authentic storytelling. Alongside the film, the franchise is focusing on individual player profiles that explore personal journeys, ambitions and life beyond the sport. Shot across training sessions and match days, the film concludes with a unifying sequence that symbolises shared ambition and purpose.

With 'Danka Baja Re', SG Pipers positions its players and culture at the forefront, using music, movement and narrative to reflect the energy and identity of the team.