The Rio Olympics, which kickstarts on August 5, may be mired with a number of controversies but that hasn’t stopped brands from all over the world from cashing on this mega sporting event. From launching direct ads as sponsors, to releasing indirect communications around the sporting event, brands have gone all out to celebrate the Olympics fever.
Indian brands like Tata Salt, Edelweiss, Amul, and JSW Steel have launched their latest campaigns celebrating the spirit of the athletes and to cheer the Indian contingent representing Rio Olympics. Amul, which is known for turning around quick creatives around topical issues, has released witty creatives around the drug scandals that have currently plagued the event. Brands like Savlon and Fevikwik, even though not directly connected with Olympics, have released their indirect communication around the event.
Global brands like Samsung, Procter & Gamble, Airbnb and Coca Cola are also not far behind in the race to celebrate the Olympics mania. From breaking boundaries and uniting the world, with the help of different national anthems to cheering the Gold wins at the event to thanking moms behind the success of the participants at Olympics, brands have used different tonalities ranging from ‘emotional’ to ‘humour’ to make their campaigns stand out.
‘Namak ke Waastey’ cheers Rio contenders
Tata Salt joined hands with International Olympic Academy as a sponsor of the India contingent representing India at Rio this year.The campaign, #NamakkeWaastey, is a series of videos featuring Shiva Thapa, Babita Kumari and Inderjeet Singh. The videos talk about the hard work, determination, hope, and most importantly, the pride of representing India at the Olympics, its objective is to bring about a change in the attitude in a nation of 1.2 billion people from indifference to mass support.
The ads conceptualised by Ogilvy One World Wide, Mumbai expressed the undying spirit and passion of the athletes to win.
Insurer for Indian contingent
Edelweiss Group has launched a campaign titled #iAmTeamIndia to show their support to the athletes at the Rio Olympics. Conceptualised by Scarecrow communications, the anthem aims to build excitement about India's medal hope at the Olympics this time. The financial services Group has also offered each athlete representing India at the Olympic Games an insurance cover of one crore.
Amul’s clever take on doping scandals
Amul Cooperative has recently announced that it is one of the official sponsors of Indian Olympic athletes in Rio. The brand will pay Rs 1 crore for the sponsorship and will also launch a series of advertising campaigns for milk and various dairy products to promote this association in the coming months. It has recently launched a billboard campaign titled ‘Dope Opera’ around the drug scandals that has mired the event.
#Rukna Nahi Hain trends on Twitter
JSW Group launched their latest brand campaign titled ‘Rukna Nahi Hain’ to define the indomitable and unstoppable spirit of the Indian contingent who has been chosen to represent the nation at Olympics. The film outlines their journey, challenges, opportunities and their undying spirit of immense perseverance. It was trending on the day of its release on Twitter.
Savlon boosts performance with Saina
The antiseptic brand has released their new brand film titled ‘Savlon Performance Power' featuring Saina Nehwal. Nehwal is representing Olympics this year and the 45-second video shows her playing alone against those many people, who at some point of time told her that she can't play badminton. Even though not directly connected, but it celebrates the Olympic fever.
Fevikwik gets whacky
The adhesive brand Fevikwik on this occasion has launched a humourous spot to promote their new product Fevikwik Gel. Even though, not directly related to Olympics, but the plot revolves around a hockey player and how he tackles the ball away from the opponents.
‘The Anthem’ – The world is one
The new Samsung’s Olympic campaign titled ‘The Anthem’ aims to break the barriers of geographic borders and unite the world by combining segments of national anthems from several countries to form one anthem brought to life by athletes and fans across the globe. The ad gives out the message of unity and togetherness in today’s time of hatred and polarisation. The campaign has been conceptualised by Leo Burnett Chicago and Leo Burnett Sydney.
Celebrating gold medal moments with Coca Cola
Coca Cola is the official sponsor of the Rio Olympics. The new ad campaign celebrates the gold medal moments in the Olympics. The film contains a montage of athlete’s gold medal moments and is combined with footage of people experiencing everyday moments of excitement.
Olympians say ‘Thank You Mom’
P&G’s ‘Thank You Mom’ campaign was first released for the 2012 London Olympics. The new ad ‘Thank You, Mom’ shows the journey of four athletes growing up, working hard at their respective sports and eventually making it to the Olympics. Each player in the end attributes their success to the sacrifice and encouragement which their mother’s gave at each step.
AirBNB promotes ‘StayWithMe’
Airbnb has launched their campaign ‘StayWithMe’ and it is an invitation from the Airbnb host community in Rio out to the world where they are asking people to participate by sharing photos or short videos of their experience.