IndusInd Bank supports the Paralympic stars with a '#JeetKaHalla' anthem
Watch the anthem conceptualised by RK Swamy BBDO here
Sep 09, 2016 04:19:00 AM | Video | Campaign India Team
IndusInd Bank has rolled out an anthem to support the Indian athletes at the ongoing Paralympics. The three-minute long anthem has been conceptualised by RK Swamy BBDO.
The film which went live on social media on 6 September begins with trivia about the Indian Paralympic contingent and history surrounding our athletes. It then cuts to show the hardships these athletes go through in order to achieve supremacy in their respective sports.It goes on to raise awareness about the sports and invite fans to follow these sports by coming out to support the athletes. It ends with a message to spread support for the team with #JeetKaHalla.
Speaking with Campaign India, Anil Ramachandran, head - marketing and corporate communications, and retail unsecured assets, IndusInd Bank, said, "We have found sports as an organisation theme. We promote it internally pretty big time as well. Within the broader canvas, we have taken up the cause of supporting the Paralympians. We’ve been working with them for quite a while now. Through this initiative we can provide these athletes, who are world class in their own right with coaching etc. It’s certainly been rewarding."
IndusInd Bank had announced a non-banking sports vertical in April 2016. The bank looks to partner with professional athletes, amateur athletes, weekend athletes and anyone else who wishes to bring sport to their lives.
Ramachandran explains, "We have other initiatives (in sport) and support shooting as well. We have associated with the shooting academy in Madhya Pradesh. Supporting the Paralympics stars is something that is close to our heart. It’s an association we have nurtured over time. During this time, we’ve seen the difficulties they face. Sports is a journey that requires complete dedication. These athletes too try really hard to get to that (top) level. The level of difficulty for them is more if not the same, and this movie is trying to create a platform for these athletes. They’re possibly the most gifted. They’ve got us so much glory, and they deserve the adulation. That’s the theme of the film. Why is there less recognition for these athletes, when the toil and perseverance is more if not the same. We are trying to create a movement for people to look at them. It also gives a fresh perspective of how people look at disability. These athletes are truly people we can be proud of."
The film has currently launched on digital and the anthem will extend to radio. A shorter edit of this film shall be released on TV in the third week of September informed Ramachandran.