SBI Life has rolled out a campaign 'Jeet Iraadon Ki' (victory of intentions) to highlight the perseverance of Paralympians and their drive to succeed during the Paris Paralympic Games 2024.

The insurance company is the gold sponsor for the Indian contingent of the Games.

The ad film captures the journey of Paralympic athletes as they compete with unwavering determination, each striving for victory. Through powerful voiceovers and dynamic visuals, the film vividly portrays the relentless drive that propels these athletes toward triumph. The film emphasises that true intentions are visible to all and serve as a reflection of one's inner resolve. The voiceover spotlights that 'when thoughts are focused and intent is strong, promises become milestones worth celebrating'. The film concludes by reaffirming SBI Life's proud support of the Paralympic Games as a Gold sponsor, encouraging everyone to fulfil their intentions and keep the promises they make to themselves.

What we think about it: The film spotlights the resilience of Paralympians, setting a benchmark for brands to rally behind these extraordinary athletes. More brands should join in celebrating the indomitable spirit that defines the Paralympic Games as they did for the Olympics.

The film was rolled out on 28 August.