Building on its association with the Indian Olympic Association, The Edelweiss Group, has rolled out a film ahead of the upcoming Commonwealth Games.
Conceptualised by Contract Advertising, a film featuring Saina Nehwal has been rolled out. It shows Nehwal preparing for a shot as the voice over says, "No challenge is small. No battle is final. No opponent is weak. No victory is the last one. Let no limit, limit you." As Nehwal plays the shot, a super appears which reads 'Koi bhi limit, limit nahi hoti'. (there is no limit).
Other athletes in the film include, Dipa Karmakar (Gymnastics), Mandeep Jangra (Boxing), Heena Sidhu (Shooting), Rani Rampal (Hockey) and Manpreet Singh (Hockey).
Shabnam Panjwani, head – marketing and communications, Edelweiss Group, said, “Edelweiss has always saluted and supported an athlete’s sheer grit and tireless attitude. We resonate with their constant pursuit of excellence. Truly for them, ‘Koi bhi limit, limit nahi hoti’. Our campaign pays homage to Team India, invites good wishes from cheering fans and aims to popularise all sports as we continue to pitch for India truly becoming a formidable sporting nation!’
Kapil Mishra, EVP, Contract Advertising, said, ”Limits exist only in the mind. Once transcended, there is nothing that humans cannot achieve. Edelweiss believes in being unlimited in every aspect. The fit is natural, the ground common. The campaign thought of ‘Koi bhi limit, limit nahi hoti’ flows naturally. Our stars like Saina, Dipa, Manpreet and Mandeep exemplify the #BeUnlimited belief”.
The campaign is also running across print, digital, outdoor and cinema.
In addition to the sponsorship, Edelweiss Tokio Life Insurance, has offered a life Insurance cover of Rs 50 lakh each for the athletes representing India at the 2018 Commonwealth Games.
Client: Edelweiss Financial Services
Creative Agency: Contract Advertising
Client servicing: Arjun Sen, Rohit Chatterjee, Rebecca Dsouza and Anvita Shetty
Production house: Radhika Produces Films
Director: Vijay Prabakaran
Producer: Radhika Sawhney and Suresh Triveni
Music director: Karan Kulkarni