Winning a medal at the Olympic Games is a dream come true for every athlete in this world, just as is winning an Oscar for an actor, and for that they are ready to sacrifice all of life’s comforts. Come torrential rains, hailstorms or severe heat, the true athlete never steers away from her Olympic dream. The games this year is seeing over 10,500 athletes competing for 306 sets of medals in 28 disciplines at Rio de Janeiro in Brazil.
Incidentally, this year, India is sending its biggest contingent to the Olympic Games. Over 100 Indian athletes are competing in boxing, wrestling, track and field, tennis, hockey, shooting, archery, gymnastics and badminton, and our medal hopes have certainly risen after winning 6 medals at the Summer games in 2012.
The Indian Olympic Association has managed to rope in corporate sponsors to the tune of Rs 10 crores this year, and all entities have bright hopes on our 2016 contingent. For brands, a sporting event of this stature and spirit offers the right platform to build itself upon values of discipline, dedication and direction.
This year, plenty of Indian brands have joined in the spirit of the games and have chosen to stand with our athletes, be it in their wins or their losses. And, now with the games done with, and quite a few victorious moments making the country proud of its women athletes, more and more brands have joined in the celebrations. PV Sindhu’s spectacular game leading to the first Olympic Silver medal in women’s singles Badminton and Sakshi Malik’s Bronze in women’s freestyle wrestling have been lauded and appreciated by brands. Gymnast Dipa Karmakar who became the first Indian woman gymnast to reach the Olympic finals was given a huge pat on the back.
We bring you here, a list of creatives rolled out by brands in the spirit of the games, with each piece carefully crafted in sync with the brand ethos and Rio 2016.
India’s largest dairy brand and one of the sponsor of the Olympic India contingent extended a hand of encouragement to boost our athletes. It also made one on the dope scandal and one to announce the partnership. It celebrated even when gymnast Dipa Karmakar had qualified for the Olympics and Sindhu earned a silver.
Our Zoozoo gets athletic… but heavy weightlifting is not something to start with as your first sports challenge! The brand has also celebrated wins and tied to connect with its new philosophy – Be Super.
The mint captures the spirit of the games in this creative gif.
Indian female gymnast, Dipa Karmakar became the first Indian to enter the vault finals in the Olympics. She began trending on social media, which is when the ecommerce company rolled out this gif in her honor. It celebrated Sakshi and Sindhu’s win too.
The online classifieds site and marketplace for used goods really does not want India to hoard on to their stuff. Sindhu’s win was appreciated though the visual wasn’t as quirky.
The IPL franchise wants our athletes to only aspire for gold. It is impressive to see cricket stars joining in the support. The team expressed its joy for Sindhu’s win.
The dating app is in a league of its own: it rolled out the Woo Datelympics in honor of the many unsung heroes in the dating world. A series of absolutely crazy visuals tell the true story of sporting heroes in the world of dating and relationships. Another fun poster for Sindhu’s win is commendable.
The home services provider wishes our Olympics achievers, but does not miss on telling us why it exists! It did celebrate Sindhu’s win.
The online bazaar fills us with pride and enthusiasm for Rio 2016. It made sure to celebrate our metal tally.
Now consumers can play the Quikr Games. The marketplace shows off its many categories covering every section possible.
One of the sponsors of the Indian Olympics contingent, the salt maker is building awareness, pride and respect for our athletes through its ‘Namak Ke Waastey’ campaign. This is a cover image which fans can upload onto their profiles.
The food and restaurant recommendation engine talks only about food.
Pizza Express India
The pizza chain rolled out an interesting gif around the spirit of the games. Moreover, it was a weekend. It also rolled out a smart gif for Sindhu but somehow got her attire colour wrong!
The candy that’s racing ahead as every candy lover’s brand of choice, shows off its modest side in this gif.
May our athletes shine bright. Good one by the sparkling smile mint maker.
The mobile wallet company takes a pause from its myriad promotions and asks us all to cheer for our Rio heroes. It makes sure to celebrate India’s wins and Bolt’s stellar performance makes FreeCharge bask a little in his glory.
Kit Kat India
Kit Kat never fails to place a Kit Kat in its visual stories. This is a nice one by the wafer chocolate bar and also the one in which it stood with Dipa Karmakar despite her fourth place finish.
The Olympic spirit has been captured nicely by the table reservation brand. It did celebrate the wins.
The bank is our ‘partner in progress’, as in our country’s biggest Olympics contingent.
The instant noodles brand has turned a trophy into a noodle bowl, perhaps that is cool for Maggi fans.
The biscuit brand is a regular at this ‘spot the biscuit’ thing. I see one in the upper seating area. The brand expressed pride for Sakshi’s feat.
Coca Cola India
Coca Cola India is aligned with its global strategy. ‘That’s Gold” is its marketing platform for the Olympics this year where the idea is that “gold” isn’t about winning for winning’s sake, it’s about sharing a dream or goal with family, friends, coaches and teachers. Social media visuals are all about highlighting such specific moments.
The eyewear brand keeps it simple, and does not indulge in smart graphics converting the Olympics logo into a pair of spectacles!
The men’s grooming brand rolled out an interesting visual celebrating Sindhu’s win.
The tea brand shows support for Dipa in this interesting visual.
The IPL team has appreciated our women athletes playing it bold, a thought the brand lives by – ‘Play Bold’.
The bank is happy with the India that says ‘Yes’!
The fragrance maker’s interesting visual salute is a commendable one.
Cafe Coffee Day
The coffee chain shared adorable gifs featuring coffee beans. The one before Sindhu’s final game is a cool one.
The brand in its new avatar of ‘nuts, guts and glory’ found the right occasion in our glorious Olympics wins.
The food app shared some food for thought.
For the appliances brand, this is a cool ‘hawa badlegi’ moment with our first time wins at the Olympics.
For the beer brand, the wins proved good to emphasize on its latest global vision of ‘Brewed the Hard Way’.
Penguin Books India
The publisher’s penguin gets sporty.
The retail jewellery brand rolls out a smart visual before Sindhu’s final game.
The budget hotel chain celebrates our wins.
The lingerie brand plays witty in this creative.
The travel brand connected back to cabin luggage in its visual but I doubt Sindhu would carry it in her bag; she must have worn it all throughout her return journey!
The online jewellery store lauded wrestler Sakshi for her win.
The automaker weaves in ‘Think Pride’ with Sindhu’s win.
The mobile maker talks about mettle.
Your personal kitchen on an app keeps it simple.
The mobile wallet brand talks about woman power.
The ecommerce brand is highly impressed with Sindhu.
The device maker had a humble message of gratitude to our winners.
It is impressive to see brands take that extra effort in their content marketing strategy. Keeping an eye on what’s trending on social media, catching the pulse of the nation and crafting interesting visual stories helps brands build a positive brand image and affinity. While the Indian contingent at Rio 2016 ‘Go for Gold’, brands can strike gold in their real time engagement initiatives on social this month.