Mumbai, Sep 9 (IANS): JeetkaHalla, a new initiative by IndusInd Bank in association with GoSports Foundation, aims to support para-athletes under the Para Champions Programme.

This campaign, which highlights the achievements of the para-athletes and the rigour of their preparation for achieving success on the international stage, showcases the brand as a thought leader working within the community to bring about a positive change.

As part of the multi-media campaign, an inspiring anthem showcases the grit and spirit of para-athletes and through it, the bank conveys the message that it is time for the viewers to cheer and support the unsung para-athletes. 

There will be a non-stop media blitz for a month on digital, cinema, radio and subsequently television platforms. The three-minute anthem has been conceptualised by Ankur Suman, principal consultant and creative head, RK Swamy BBDO and directed by Amit Roy.

Bakery Films has produced the anthem, sung by Pankaj Awasthi and written by Pankaj Bora of ad agency RK Swamy BBDO.

The anthem opens with the following lyric: "Khel nahin khaata rahem, Maidan nahin padta naram, Sangharsh nahin hota hai kam, Toh tere liye… kyon taaliyaa ho kam?" 

It means: "There is no respite in sports; it is a tough contest out there. Since there is equal struggle, why should there be less applause for you?"

Anil Ramachandran, head of Marketing and Communication, and Head - Retail Unsecured Assets, IndusInd Bank, said in a statement: "While we are passionate about sports and proud of our sporting icons, we believe that we need to cast the spotlight on other sporting heroes - the para-athletes - and their amazing talents.

"The ‘JeetkaHalla' campaign asks people to support and cheer our nation's para-athletes and recognize their contributions, strengths and passion for their sport. The campaign showcases their hard work, grit and perseverance and highlights all that they have achieved. This campaign brings to focus the phenomenal abilities of these great sportspeople."

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."