Edelweiss ?launches anthem and e-book to inspire Indian Olympic team

Conceptualised by Scarecrow Communications, #?iAmTeamIndia aims to build a buzz about the Rio Olympics and show that the entire nation is there to support the team of over 120 athletes

BestMediaInfo Bureau | Mumbai | August 2, 2016

Click on the Image to watch the TVC.

Edelweiss Group, one of India's leading diversified financial services conglomerates and principal sponsor of the Indian Olympic team, has launched a campaign to garner support for the Indian contingent to Rio. The financial conglomerate launched a foot-tapping anthem, inspiring people to support the Indian team and also released an e-book telling the Indian team to 'Go fearless, entire India is with you.'

The book was handed over to IOA chairman N Ramachandran and IOA general secretary Rajeev Mehta by Rashesh Shah, Chairman, Edelweiss Group, at the official send-off held in Delhi earlier this month. The #iAmTeamIndia anthem was also released at this ceremony.

In keeping with its philosophy of need-based solutions, Edelweiss made this anthem keeping in mind the needs of athletes, protection and support. The company believes while it has taken the first step towards protection with sponsorship and insurance cover, it is the support for the athletes that is needed the most.

Conceptualised by Scarecrow communications, the anthem is catchy and fast-paced and aims to build excitement about India's medal hope at the Olympics this time. The campaign shows different games that are played at the Olympics and that the nation of over 100 crore is there to support the team of over 120 athletes. Edelweiss is using 360-degree communication, from television to digital, print, outdoor, radio and cinema, to make the anthem popular and take it to the masses.

An e-book was given to the Indian team to convey the message that the entire country is standing behind them, cheering them as they go and participate in the largest sporting event. The e-book is a compilation of pictures collected from across the country through the fully integrated campaign, which included print, outdoors, on-ground events, digital medium and internal events to invite people of India to come forward and support the team by sharing, liking, uploading pictures holding the #iAmTeamIndia placard. To date, it has garnered over three lakh pictures and over 1.5 million interactions, shares and comments. The campaign also managed to garner support from current Olympians such as Saina Nehwal, Tintu Luka, Saardar Singh, Gagan Narang, Abhinav Bindra, with past Olympians like Geet Sethi, Prakash Padukone with celebs like Shilpa Shetty and Madhavan among others.

“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 going to watch it. In fact, our hash tag #iAmTeamIndia was trending at No. 1 on Twitter. Through this anthem and e-book, we really wish the Indian team well for the Rio Olympics, which starts from August 5 and pray that they bring as many gold and silver medals possible,” said Shabnam Panjwani, CMO, Edelweiss Group.

Raghu Bhat

Explaining the campaign, Raghu Bhat, Founder Director, Scarecrow Communications, said, “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

Adding, Arunava (Joy) Sengupta, Founder Director, Scarecrow Communications, said, “India is right up there with the rest of the world, with most of 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+ strong contingent but about a billion-plus Team India. That's what we are trying to say with this campaign.”

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

The E-book:

Credits:

Client: Edelweiss Financial Services

Creative Agency: Scarecrow Communications

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: Naren Multani

Producer: Hozefa Alibhai

Music: Rohan and Vinayak

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