"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," said Shabnam Panjwani, CMO, Edelweiss Group.
Conceptualized by Scarecrow communications, the anthem aims to build excitement about India's medal hope at the Olympics this time. The video highlights that the team of over 120 athletes is backed by cheers and support of a nation that is over a billion strong. 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.
Edelweiss was announced the principal sponsor of the Indian Olympic team in April this year. In addition to the sponsorship, Edelweiss offered a life insurance cover of Rs 1 crore each to every athlete representing India at Rio Olympics. This insurance cover was provided by Edelweiss Tokio life insurance, the life insurance joint venture between Edelweiss Group and Tokio Marine Holdings of Japan.
Edelweiss has made this anthem keeping in mind the needs of athletes - protection and support. Edelweiss believes that 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. Through this anthem, Edelweiss is garnering the support for the Indian team, which is the largest Indian contingent ever to go for the Olympic Games.
Watch anthem video here:
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 pics holding the #iAmTeamIndia placard and till date has garnered over 3 lakh pictures and over 1.5 million interactions, shares and comments. The campaign also managed to garner support from current Olympians like Saina Nehwal, Tintu Luka, Saardar Singh, Gagan Narang, Abhinav Bindra, with past Olympians like Geet Sethi, Prakash Padukone with celebs like Shilpa Shetty, Madhavan, etc.
Watch E-book video here:
Explaining the campaign further, Raghu Bhat, founder director, Scarecrow Communications said that, "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 & Vinayak) was to create a contemporary rendition of 'veer ras'. The final result has scale, visual drama and emotion. Something we are proud of."
Amongst other activities to encourage more people to support the Indian team, Edelweiss is running a Sports Quiz for school students across 100 schools where sports merchandise, laptops, and cash prize will be given to the winners. Edelweiss is also running contests for their customers, channel partners and employees and is giving away exciting prizes including Tickets to Rio and is distributing the Olympic schedule in print and across digital assets.