MAM
IndusInd Bank’s latest campaign celebrates the spirit of para-athletes
Mumbai: IndusInd Bank, in collaboration with GoSports Foundation, has launched a brand new campaign to commemorate the achievements of its supported para-athletes across various sport disciplines. Christened ‘Phirse #JeetKaHalla’, the campaign speaks about the rigour of the preparation undertaken by our para-athletes, as they gear up to compete with the best in the world at an international arena.
In 2016, IndusInd Bank had unveiled ‘#JeetKaHalla’ – a campaign to honour its para-athletes under the Para Champions Programme, and brought to light their contribution to the country by creating a nationwide movement of support. Retaining the essence of ‘JeetKaHalla’, the bank has also unveiled a heartwarming and inspiring film that showcases the grit and determination of these athletes. Conceived & ideated by RK Swamy BBDO partner & executive creative director Ankur Suman, produced by Films Rajendraa, and directed by Yogesh Agrawal, the anthem aims to inspire every Indian to cheer and support our para champions in their quest to bring laurels for the country.
IndusInd Bank head – Consumer Bank, Soumitra Sen said, “Given the stupendous success of the #JeetKaHalla campaign in 2016, we were keen on nurturing it in a way that it becomes a testament to the bank’s belief in the power of para-sports. In keeping with this thought, we are proud to unveil this new campaign which retains the spirit of ‘JeetKaHalla’, while also goes a step further, in reflecting the sheer determination, strength and resilience of our para-athletes, as they gear up to represent the country at an International platform. The campaign underscores our constant commitment to the para- athletes and throws light on how we, in our own way, are trying to make a difference to the wonderful community that we are a part of, while also focusing on our core mission of being a partner in every walk of life.”
In a bid to give this initiative a wider reach, the bank has embarked on a comprehensive digital media campaign that will create the impact, and help in mobilising the momentum of seeking encouragement for these heroes.
The Para Champions Programme was launched in the financial year 2015-2016 by the bank in partnership with the GoSports FoundatioN to support para-athletes across various sports disciplines. The programme currently supports 43 para-athletes across seven disciplines from 14 states across the country by helping them fulfil their nutrition, fitness & conditioning, medical support as well as domestic & international training requirements, said the statement.
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.
