Aditya Birla Capital, the official sponsor of the Indian Olympic Team, has rolled out a campaign #HadhKarDe (broke all limits), which celebrates athletes who dare to dream beyond the ordinary and refuse to be confined by others' expectations.

Conceptualised by Ogilvy, the campaign which consists of a film for the Paris Olympics 2024 celebrates the unbeatable spirit of Indian athletes like Lovlina Borgohain (boxer), Harmanpreet Singh (hockey player), Kishore Jane (javelin player), Manu Bhaker (shooting), and Manika Batra (tennis player). It showcases their relentless dedication to perfecting their sport despite challenges, boldly proclaiming, 'India, Ab #HadhKarDe!' It challenges the notion of limits, by a voice-over declaring, "They say there's a limit to practice, to setbacks, to achieving perfection every time. But when they say stay within limits, we show them there's a limit to how much we heed their words." Emphatically, it asserts, "Today is the day, now is the time for India to defy all odds."

What we think about it: Stands out for its powerful celebration of Indian athletes' resilience and determination. It not only highlights individual achievements but also challenges societal norms, making a bold statement about breaking limits and inspiring national pride.

The campaign was rolled out across social media on 12 July.