Edelweiss Group, principal sponsor of the Indian Olympics contingent at the Rio games beginning next week, has unveiled an anthem rooting for the athletes continuing. This is part of the brand's ongoing integrated campaign cheering the country's medal hopes. The anthem has been conceptualised by Scarecrow Communications.
The brand has also launched an e-book, telling the Indian team: ‘Go fearless, entire India is with you’.
Shabnam Panjwani, CMO, Edelweiss Group, said, “Through #iAmTeamIndia anthem and the e-book, we at Edelweiss have taken our association with Indian Olympic team to the next level. The main objective is to attract the interest of as many people as possible towards Olympics. This campaign is a beautiful way to motivate and promote the Indian contingent at the Olympics. It will re-energise the spirits of not only the Indian team but also the Indian audience who is going to watch it. In fact, our hashtag #iAmTeamIndia was trending at No. 1 on Twitter. Through this anthem and e-book, we really wish the Indian team well for Rio Olympics which starts from 5 August and pray that they bring as many gold and silver medals possible.”
Raghu Bhat, founder director, Scarecrow Communications, added, "Indian sport needs all the support it can get. Through this film, Edelweiss exhorts Indians to stand behind the national team. Our brief to the film maker (Naren Multani) and the music composers (Rohan and Vinayak) was to create a contemporary rendition of 'veer ras'. The final result has scale, visual drama and emotion. Something we are proud of.”
Arunava Sengupta, founder director, Scarecrow Communications, said, “India is right up there with the rest of the world, when it comes to most everything today. However, we have a long way to go when it comes to sports. Olympics, is the ultimate platform for us to show that we are catching up. But the onus is not only on the athletes who are representing the country but on each and every one of us. It's not just about a 100-plus strong contingent but about a billion-plus 'Team India'. That's what we are trying to say with this campaign.”
Edelweiss is also running a sports quiz for school students across 100 schools with sports merchandise, laptops, and cash prizes for winners, besides contests for customers, channel partners and employees.
Client: Edelweiss Group
Creative Agency: Scarecrow
Client: Edelweiss Financial Services
Creative team: Raghu Bhat, Manish Bhatt, Joybrato Dutta, Vaishakh Jhunjhunwala, Jayesh Pithada
Client servicing: Arunava Sengupta, Mangesh Mulajkar, Chayan Rahatekar
Production house: Puppet Pictures
Director (film): Naren Multani
Producer: Hozefa Alibhai
Music: Rohan, Vinayak
Top news, insights and analysis every weekday
Sign up for Campaign Bulletins