Mumbai, August 25, 2021: IndusInd Bank has reignited its flagship campaign #JeetKaHalla with a renewed narrative, launching ‘Phirse #JeetKaHalla’ to celebrate the determination and achievements of India’s para-athletes ahead of major international competitions.
Originally introduced in 2016, the campaign was designed to honour para-athletes supported under the Bank’s Para Champions Programme. The latest edition builds on that legacy, amplifying the stories of perseverance, discipline, and ambition that define India’s para-sporting community.
A Campaign Rooted in Grit and National Pride
Developed in collaboration with the GoSports Foundation, the campaign highlights the intense preparation and mental resilience required for athletes competing on the global stage.
At the heart of the initiative is an emotionally charged anthem film that captures the spirit of these athletes. Conceptualised by Ankur Suman of RK SWAMY BBDO and directed by Yogesh Agrawal, the film aims to inspire nationwide support for India’s para champions.
Leadership Perspective
Commenting on the launch, Soumitra Sen, Head – Consumer Banking at IndusInd Bank, said the refreshed campaign reflects the institution’s sustained commitment to para-sports.
He noted that while the original #JeetKaHalla created strong emotional resonance, the new phase goes further by showcasing the resilience and competitive spirit of athletes preparing to represent India internationally. The campaign, he added, aligns with the Bank’s broader philosophy of being a partner in every stage of life while contributing meaningfully to the communities it serves.
Digital-First Push to Build Nationwide Momentum
To maximise reach and engagement, the campaign is being rolled out through an integrated digital media strategy. The objective is to build a nationwide movement that encourages citizens to actively support para-athletes as they compete on global platforms.
Para Champions Programme: Driving Impact Through Sport
Launched in FY2015–16, the Para Champions Programme is a joint initiative between IndusInd Bank and the GoSports Foundation. It currently supports 43 para-athletes across seven disciplines from 14 states, offering comprehensive assistance that includes:
- Nutrition and fitness support
- Medical care and sports science
- Domestic and international training
- Coaching and competition expenses
- Equipment, gear, and mentorship
The programme has delivered measurable success, with supported athletes securing 615 medals as of June 2021. It also aligns with broader sustainability and inclusion goals, contributing to diversity in sports and advancing objectives linked to global development frameworks.
