SBI Life Insurance, an Indian insurance company, has released a new ad film ‘IRADDE’, which celebrates the incredible spirit of Indian athletes as they face the Paris Paralympic Games 2024 challenge.
The ad film tells the inspirational lives of three extraordinary athletes: Ms Simran Sharma (para athlete – runner), Mr Ashok Malik (para athlete – powerlifter), and Ms. Mona Agarwal (para athlete – shot).
The film includes athletes who triumphed over obstacles to succeed: Simran Sharma obtained silver in the 100m and 200m at the 2023 Hangzhou Para Asian Games, Ashok Malik clinched gold at the Asia-Oceanic Para Powerlifting Championship 2022, and Mona Agarwal achieved gold at the WSPS Para Shooting World Cup 2024.
The digital film depicts athletes overcoming obstacles with the help of family, coaches, and the community, which aligns with SBI Life’s concept and demonstrates how loved ones motivate Paralympians to achieve their goals.
Ravindra Sharma, Chief of Brand, Corporate Communication & CSR, SBI Life, said, “At SBI Life, we believe every dream is worth pursuing, no matter how insurmountable it may seem. This belief is at the heart of our partnership with the Paralympic Committee of India, as we aim to amplify the stories of our remarkable individual para-athleteshighlighting the importance of inclusivity and support in achieving success. Their journeys are not just about winning medals; they are about the power of dreams and the unwavering support from loved ones that helps turn those dreams into reality.
“This campaign is a tribute to their spirit and an extension of our brand purpose—to liberate individuals to pursue their dreams by securing the needs and aspirations of their loved ones. By bringing these stories to the forefront, we aim to inspire millions to overcome their own challenges, knowing that SBI Life is there to support them every step of the way.”
The campaign exemplifies SBI Life’s primary value of being a trusted partner, demonstrating how strong assistance can make aspirations a reality. The film’s emotional effect is heightened by a passionate narration that emphasises the inner power of athletes motivated by family ideals.