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School children make a formation of Olympic rings to wish Indian players good luck ahead of Olympic games in Rio de Janeiro, Brazil. Photo: AP
School children make a formation of Olympic rings to wish Indian players good luck ahead of Olympic games in Rio de Janeiro, Brazil. Photo: AP

Five advertising campaigns riding on Rio Olympic wave

A look at how brands and broadcasters have been promoting the event and supporting the Indian contingent

New Delhi: As curtains rise on the Olympics being held at Rio de Janeiro, on 5 August, here’s a look at how brands and broadcasters have been promoting the event and supporting the Indian contingent.

JSW Group: A part of O.P. Jindal Group, JSW Group rolled out a two-minute-long digital campaign, aptly titled Rukna nai hai, featuring 12 athletes from the Indian contingent who are being sponsored by the company. Directed by Vasan Bala and produced by Prafull Sharma of Absolute Communications, a Mumbai-based production house, the film takes us through the journey, challenges and opportunities encountered by each of the 12 athletes. It is both a tribute and a testament to the power of never giving up.

Tata Salt: The sponsor of the Indian Olympics contingent, Tata Salt took an unusual route to talk about the hardships that Indian athletes go through. The salt brand rolled out two hard hitting films supporting Shiva Thapa, the youngest Indian boxer to qualify for the 2012 Olympics at the age of 19, and Babita Kumari, the wrestler who won gold at the 2014 Commonwealth Games. Created by Ogilvy One, these films show a still image of the athletes with a powerful voice-over where they talk directly to the viewer asking for their support. As the voice-over ends, the still image comes alive showing the athlete heading to the sporting arena. Both the films have collectively garnered over 1.9 million YouTube views.

Edelweiss Group: The principal sponsor of the Indian contingent, Edelweiss Group has featured its brand ambassador Saina Nehwal in a powerful digital campaign. Created by Mumbai-based ad filmmaker and social commentator Ram Subramanian, the film Nothing Means Anything delivers a silent yet powerful message by Nehwal on the struggles of talented sportspersons for whom nothing is above the urge to excel. The film urges everyone to support and cheer these athletes using #IAmTeamIndia.

Apart from the video, the financial services company also executed an Olympic anthem along with creative agency Scarecrow Communications.

Amul: The milk and dairy products brand from Gujarat Cooperative Milk Marketing Federation Ltd has announced the sponsorship of the Indian contingent at the Rio Olympics. Best known for its topical ads created by its creative agency daCunha Communications, the brand has rolled out a creative featuring 22-year-old artistic gymnast from Agartala, Dipa Karmakar along with the iconic Amul girl. Another ad from the brand features a bunch of young athletes heading to Rio, Brazil. Staying true to its signature tongue-in-cheek advertising, Amul did not shy away from highlighting the controversy surrounding the games—from Salman Khan’s appointment as the goodwill ambassador of the Indian contingent to the athletes embroiled in doping controversy.

Star Sports and Hotstar: Star Sports, the official broadcaster of the Rio Olympics, rolled out a series of spots positioning Olympics as its ultimate sporting event. Under the Billion Cheers campaign, the channel created films featuring the inspiring story of Olympic bound athletes—wrestler Yogeshwar Dutt, gymnast Dipa Karmakar and archer prodigy from Jharkhand Deepika Kumari.

The other campaign Hungrier and More Charged than Ever features ace badminton player Saina Nehwal and the badminton team representing India. Star Sports also created a 45-second-long spot, capturing the winning moments of India at the 2012 London Olympics, urging viewers to support Team India at Rio. Meanwhile, Star India-owned online video platform Hotstar also released a series of three films, featuring young viewers enjoying Olympics games on their mobile devices. Created by Star’s in-house creative team, the films highlighted that the app will provide 14 live feeds to viewers, covering 42 sports.

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