MAM
IndusInd Bank reminisces its contribution to sports on National Sports Day
Mumbai: On the occasion of National Sports Day, IndusInd Bank takes a moment to reflect on its remarkable journey in supporting sports and athletes across diverse disciplines. Back in 2016, the Bank inaugurated its non-banking sports vertical, ‘IndusInd ForSports,’ with the vision of assimilating sports as a pivotal, inherent, and strategic component for both its internal and external stakeholders. Leveraging the unparalleled influence of sports to captivate, rally, and motivate, ‘IndusInd ForSports strives to unearth the finest aspects of sportsmanship—embracing human values, fostering inclusivity, and championing sustainability.
‘IndusInd ForSports’ encompasses various programs that empower Indian athletes and support inclusive sports, at large:
Para Champions Programme – The Para Champions Programme, launched in FY 2015-16 in partnership with GoSports Foundation to transform Para Sports in India, supports 45 para-athletes from 13 states and 3 union territories across 10 disciplines, providing comprehensive assistance for their sporting journeys, including equipment, training, sports science, nutrition, expertise and travel.
IndusInd Blind Cricket Programme – In 2016, the Bank in partnership with CABI, the cricketing arm of Samarthanam Trust, commenced this programme supporting the Indian Blind Cricket Team and 700+ blind cricketers (men & women) at the State and District level.
IndusInd Girl Power Programme – Launched in 2017 in partnership with Inspire Institute of Sport, this programme supports 31 woman athletes from 7 states in the field of Judo and has helped India win its first-ever gold medal at the World Judo Cadet Championships.
IndusInd Athlete and Mentor Programme – Launched in 2019 in partnership with the Mann Deshi Foundation, this programme supports 60 athletes (from Nomadic tribes/backward castes) in Satara district in Maharashtra, across 3 disciplines (field hockey, athletics and wrestling). In FY 2023-24, the Bank will support 30 above-district-level female athletes in the field of wrestling, athletics, field hockey and swimming, with unparalleled sports training expertise and need-based interventions along with advanced training of 20 Physical Education teachers.
IndusInd Inclusive Squash Programme – IndusInd Inclusive Squash program – Launched in 2023 in partnership with START Foundation, this program supports 25 Tribal girls in the sport of Squash. These athletes are from economically and historically disadvantaged communities.
The Bank’s initiatives have met with significant success and have contributed to the growth of sports in India, inspiring a brighter and more inclusive future for athletes across disciplines. In the Tokyo 2020 Paralympic Games, the India contingent won a total of 19 medals, out of which eight medals were won by athletes supported under the Para Champions Programme presented/supported by the bank. The Bank is also proud to mention that both the Indian Blind Cricket Teams supported by the Bank continued their good run at the IBSA World Blind Games in Birmingham, UK. While the Women’s Team remained unbeaten to win Gold, the Men’s Team won Silver. Furthermore, recognizing the significance of physical well-being and its beneficial effects on people and the workplace, the Bank has actively promoted health and fitness within the organization. With its employee engagement initiative titled ‘Get Set Run’ launched in 2016, the Bank has endeavoured to inculcate an active lifestyle and promote running with the objective of having a healthy workforce and has witnessed encouraging participation from its employees.
IndusInd Bank advocates both inclusivity and sporting excellence through its programs, encouraging diverse participation and supporting talented athletes across backgrounds. The Bank’s focus extends beyond promoting talent; it also strives to foster a sense of national pride through its sporting achievements. As National Sports Day is marked today, the Bank celebrates its contributions and reaffirms its commitment to elevating Indian sports, envisioning a future of flourishing athleticism and new horizons of achievement.
IndusInd Bank head – corporate, commercial & rural banking and also incharge of IndusInd ForSports Sanjeev Anand said, “At IndusInd Bank, National Sports Day holds special significance as it encapsulates our unwavering commitment to sports, inclusivity, and the indomitable spirit of athletes. Our ‘IndusInd ForSports’ initiative, which began in 2016, has been a journey of fostering values that extend beyond the field. As we empower athletes across diverse disciplines, we are reminded of the powerful impact that sports can have in contributing to a more sustainable world. Today, on National Sports Day, we salute the athletes who inspire us and reaffirm our dedication to nurturing a culture of excellence, unity, and pride.”
IndusInd Bank head – portfolio management & CSR Roopa Satish said, “At IndusInd Bank, we recognize that our role extends beyond the financial domain, committed to uplifting both the economy and society. Through ‘IndusInd ForSports,’ we tap into the unique power of sports to inspire, unite, and motivate athletes, with a strong focus on embracing human values, fostering inclusivity, and advocating sustainability. We take pride in promoting inclusivity and sporting excellence, nurturing athletes from diverse backgrounds. On this National Sports Day, we want to emphasize our dedication to supporting Indian sports, imagining a future with strong athleticism and remarkable achievements.”
MAM
VML India lands two finalist spots at Cairns Hatchlings 2026
The Mumbai agency is back in Australia with two teams, a UN brief and 24 hours to impress
MUMBAI: VML India is heading to Australia again. The Mumbai-based creative agency has secured two finalist spots at the Cairns Hatchlings 2026 competition, one in the Audio category and one in Design, making it the only Indian agency to have reached the finals in both editions of the contest since its launch in 2025.
Four people will make the trip. Senior copywriter Shilpi Dey and senior art director Raj Thakkar will compete in Audio. Art directors Shabbir and Shruti Negi will go head-to-head with the world’s best in Design. The finals take place at the Cairns Convention Centre from 13th May, culminating in an awards ceremony on 15th May.
The work that got them there is worth examining. For the Audio category, Dey and Thakkar tackled a brief for LIVE LIKE MMAD with a campaign called Inner Voice, Interrupted. Using spatial audio techniques, the campaign recreates the overwhelming self-doubt that descends after a long workday, physically panning negative thoughts left and right before cutting the noise entirely to reveal a confident inner voice. Strategically targeted at commuters via Spotify during evening rush hours, the campaign reframes the hours after work as an opportunity for personal growth and charitable action.
For the Design category, Shabbir and Negi worked on a brief for Canteen’s Bandanna Day, a campaign highlighting how cancer pushes teenagers out of their own defining moments. Using a pixelated design language to create stark contrast between a blurred world of isolation and a focused world of connection, the campaign, titled The Flipside of Cancer, shows teenagers fading into the background of birthdays, skateparks and school proms. As a Canteen bandanna appears, the blur flips and the teenager snaps back into sharp focus.
Kalpesh Patankar, group chief creative officer of VML India, made no attempt to disguise his satisfaction. “We are immensely proud to see our teams consistently excel on the Cairns Hatchlings platform since its inception,” he said. “They have masterfully tackled challenging briefs across diverse categories, demonstrating both layered storytelling and a unique creative approach. This exceptional teamwork is truly inspiring.”
Dey and Thakkar, returning to the finals after last year’s run, were candid about the demands of the audio medium. “It’s one of the most demanding mediums, where we only have a few seconds to capture a listener’s world with sound alone, so absolute clarity is essential,” they said. “The true measure of creative work is its ability to create positive change, and our audio submission was made to help those who need it most while encouraging people to silence the inner voices that hold them back.”
Shabbir and Negi, competing in Design for the first time, described the experience as “a completely different beast.” “We see it as an opportunity to showcase our expertise, raise the bar, and challenge ourselves in new ways, while also learning from creative minds from across the globe,” they said.
In Australia, the four finalists will face a live 24-hour brief from the United Nations before presenting in a live pitch session. Twenty-four hours, one brief, one shot. VML India has been here before. It knows exactly what is at stake.
