Edelweiss cheers Indian icons at CWG 2018

The Edelweiss Group, India’s leading diversified financial services conglomerate, launched a campaign saluting the #BeUnlimited spirit of our athletes, aimed at garnering support for Team India. The BSFI category brand has inked a long-term partnership with India Olympic Association (IOA) towards sponsorship of the Indian contingent for all games including Commonwealth Games (CWG) 2018 in Gold Coast, Asian Games 2018, the Tokyo Olympic Games 2020 and the National Games 2019 & 2020. Spread across various advertising channels, the campaign kicked off the entire communication with a strong emphasis on OOH campaigns in six cities over 2 weeks. The OOH campaign has been planned and executed by MOMS Outdoor Media Solutions.

The #BeUnlimited campaign features ace sports personalities Saina Nehwal (Badminton), Dipa Karmakar (Gymnastics), Mandeep Jangra (Boxing), Heena Sidhu (Shooting), Rani Rampal (Hockey) and Manpreet Singh (Hockey) wherein the brand pays tribute to these champions who are undeterred by obstacles and limitless in mind and spirit. Edelweiss is a firm supporter of the same belief system. The innovations were mainly done in Delhi and Mumbai markets.

Commenting on the campaign, Shabnam Panjwani, Head – Marketing and Communications, Edelweiss Group, said, “Edelweiss has always saluted and supported an athlete’s sheer grit and tireless attitude. We resonate with their constant pursuit of excellence. Truly for them, ‘Koi bhi limit, limit nahi hoti’. Our campaign pays homage to Team India, invites good wishes from cheering fans and aims to popularize all sports as we continue to pitch for India truly becoming a formidable sporting nation!"

While sharing her views on OOH medium, Shabnam said she has immense faith in the OOH medium.

MOMS utilised its planning tool Vu-on Street for the plan evaluation and site selection in multiple cities. Jayesh Yagnik, COO, MOMS Outdoor Media Solutions, said, “We were very excited when we got this opportunity to plan for Edelweiss and that too for a campaign that is associated with Commonwealth Games. As required we had to be creating a campaign that looked different and registered in the minds of the TG. Our team managed the campaign execution in just 48 hours.”