Mumbai: SBI Life Insurance launched a new digital film celebrating the extraordinary spirit of Indian athletes for the Paralympic Games Paris 2024. The film showcases the inspiring stories of three exceptional athletes: Ms. Simran Sharma (para athlete – runner), Mr. Ashok Malik (para athlete – powerlifter), and Ms. Mona Agarwal (para athlete – shooter) in ‘IRADDE’.
The digital film features remarkable athletes who overcame obstacles to excel: Simran Sharma won silver in the 100m and 200m at the 2023 Hangzhou Para Asian Games, Ashok Malik claimed gold at the Asia-Oceanic Para Powerlifting Championship 2022, and Mona Agarwal secured gold at the WSPS Para Shooting World Cup 2024.
The digital film portrays athletes overcoming challenges with support from family, coaches, and community, resonating with SBI Life’s philosophy and showing how loved ones empower Paralympians to achieve dreams.
Speaking about the campaign, Mr. 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 aligns with SBI Life’s core value of being a reliable partner, showing that strong support can make distant dreams achievable. The emotional impact of the film is deepened by a heartfelt voiceover, emphasizing the inner strength of athletes fueled by family beliefs.
