Brands become cheerleaders for Para-athletes


As Paralympics news trend, brands cheer the efforts put by para-athletes.

Disability is a topic that is always shrouded in mystery, talked about in hushed tone and handled with extreme care. The issue of disability and disabled people certainly needs to be addressed with changing times. And that can only happen by engaging the audience with ground realities.

As we read and see success stories of Paralympians while news broadcaster and advertisers try to make us feel guilty about our abilities and their ‘disabilities’, few brands are really trying their best to come up with unique human stories.

‘Odds’ is one such film to promote special edition shoes for para-athletes from Adidas. The brand has launched a unique pair of shoes as a mark of tribute to people who defy all odds in life.

Aptly featuring India’s first blade runner and Kargil war veteran Major DP Singh, the communication addresses his unique struggle against the odds and keeping up motivation. The charm of the campaign is that it is real, inspiring and in sync with the spirit of Olympics and humanity.

Another heart-warming campaign is from IndusInd bank in association with Go Sports foundation. The foundation aims to build a nationwide movement around Para-athletes under the Para Champions Program. ‘JeetkaHalla’ campaign encourages people to cheer for unsung efforts of Para-athletes and appreciate the rigor they go through.

It is good that brands are waking up and embracing all the heroes and not just selective ones. Creating awareness around differently-abled athletes with campaigns that really touches a chord is always better than tear-jerking long ads. After all, Olympics and sports are all about grit, achievement & glory and more than that it is about real humans and their real struggles.

Sources: YouTube official
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