Edelweiss Group inks deal with IOA to sponsor team India for upcoming games

The Edelweiss Group, the diversified financial services company, has inked a long-term partnership with Indian Olympic Association (IOA) for the sponsorship of the Indian contingent for all games, including Commonwealth Games 2018, Asian Games 2018, the Tokyo Olympic Games 2020 and the National Games 2019 and 2020.

The 21st Commonwealth Games being held at Gold Coast Australia is seeing a total of 71 nations participating in 275 events in 19 sports. The 225-strong Indian contingent sponsored by Edelweiss is participating in 17 sports.

Edelweiss has launched a campaign saluting the #BeUnlimited spirit of our athletes, aimed at garnering support for team India. The Be Unlimited campaign comprises four films that pay tributes to the champions who are undeterred by obstacles and are limitless in mind and spirit.

The films feature Saina Nehwal (Badminton), Dipa Karmakar (Gymnastics), Mandeep Jangra (Boxing), Heena Sidhu (Shooting), Rani Rampal (Hockey) and Manpreet Singh (Hockey). A 360-degree campaign, it will run across print, digital, activations and outdoor media on 54+ TV channels, 250+ PVR cinemas across 3+ weeks.

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!”

Edelweiss understands that there is a strong need for the corporate world to take support sportspersons across sporting disciplines and make sports a way of life. It takes pride in spearheading this initiative with a multi-year commitment to alternative sports.

Explaining the campaign, Kapil Mishra, Executive Vice-President, 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”.”

In addition to the sponsorship, Edelweiss Tokio Life Insurance, the life insurance arm of Edelweiss Group, has offered a life Insurance cover of Rs 50 lakh each for the athletes representing India at the 2018 Commonwealth Games. Edelweiss has also created a microsite to garner support for team India. Fans can leave them their wishes at https://www.edelweissfin.co

The TVC:

Credits:

Client: Edelweiss Financial Services Ltd

Creative Agency: Contract Advertising 

Client Servicing: Arjun Sen, Rohit Chatterjee, Rebecca Dsouza & Anvita Shetty 

Production House: Radhika Produces Films

Director: Vijay Prabakaran

Producer: Radhika Sawhney & Suresh Triveni

Music Director: Karan Kulkarni 

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