Khel nahi khata reham, Maidan nhi padhta naram
Sangharsh na hota hai kam, Toh taaliyan kyu kam?
(The game doesn’t pity; the ground isn’t softer
Struggle isn’t any less, then why are the praises fewer?)
Our Paralympic champions have long been ignored, despite having put up some commendable performances. India’s first ever individual gold medal came in 1972, by para-swimmer Murlikant Petkar. Devendra Jhajharia’s javelin throw record of 62.15m remains unbroken even after 12 years and still we do not recognize these heroes.
IndusInd Bank in association with GoSports Foundation presents ‘The Para Champions Program’. To further push the country to back its athletes, they have come up with a #jeetkahalla campaign. The campaign highlights the achievements of para-athletes and the rigour of their preparation for achieving success on the international stage.
The campaign has an anthem conceptualised by Ankur Suman, principal consultant and creative head, RK Swamy BBDO and directed by Amit Roy. Produced by Bakery Films, the anthem has been sung by Pankaj Awasthi and written by Pankaj Bora of ad agency RK Swamy BBDO.
Sanjeev Anand, country head – Commercial Banking and in-charge of Sports Vertical, IndusInd Bank, said, “We believe that a person can either spend his or her life focusing on the disadvantages or work hard to overcome them and reach full potential. Through our unique campaign, we are providing para-athletes with much-needed impetus to compete and excel in the sports arena and through the inspiring anthem we are trying to build in empathy, and appreciation for their efforts which often go unnoticed.”
The 2016 Summer Paralympics is taking place in Rio de Janerio from September 7 to September 18.