SBI Life’s digital film celebrates the indomitable spirit of Indian Paralympians

SBI Life Insurance unveiled a new digital film as part of its support to the Indian contingent for Paralympic Games Paris 2024.  This brings to life the inspiring stories of three para-athletes—runner Simran Sharma, powerlifter Ashok Malik and shooter Mona Agarwal.

The film showcases the extraordinary athletes in action, each of whom has faced and overcome significant challenges by pushing boundaries in their pursuit of excellence. Sharma, a visually impaired runner, clinched silver in the 100m and 200m events at the 2023 Hangzhou Para Asian Games; Malik, a wheelchair-bound powerlifter, claimed gold at the Asia-Oceanic Para Powerlifting Championship 2022 and Agarwal, a wheelchair-bound shooter, secured gold at the WSPS Para Shooting World Cup 2024.

The digital film’s narrative focuses on their perseverance as they overcome challenges on their journey to success. It subtly highlights the crucial role that the unwavering support from their families, coaches, and community plays in helping them reach their goals.

These moments of determination and encouragement resonate with SBI Life’s philosophy, 'Apne Liye, Apno Ke Liye,’ (For yourself, for your loved ones) showcasing how the strength of their inner circle of supporters empowers these Paralympians to break through barriers and achieve their dreams.

Speaking about the campaign, Ravindra Sharma, chief of brand, corporate communication and corporate social responsibility CSR at 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-athletes highlighting the importance of inclusivity and support in achieving success.”

He added that 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,” Sharma said. 

Campaign’s take: By spotlighting the remarkable stories of resilience and perseverance of Paralympic athletes Sharma, Malik, and Agarwal, SBI Life Insurance’s digital campaign serves as a powerful symbol of hope and determination. The film vividly illustrates the unique challenges these athletes have overcome to excel in their respective fields.

Sharma, a visually impaired runner, shines as a beacon of speed and grace, while Ashok Malik's powerlifting feats demonstrate raw strength and defiance against limitations. Agarwal, a wheelchair-bound shooter, exemplifies precision and focus, overcoming her physical constraints to excel in her sport.

This campaign stands out by focusing on the emotional journeys of these Paralympians, highlighting the vital role of their support systems, including family, coaches, and communities, in their path to success. Its narrative underscores the idea that true strength comes not just from personal willpower but also from the encouragement and belief of loved ones.

By aligning with the values of perseverance and support, SBI Life reinforces its position as a trusted ally, capable of empowering individuals to reach their full potential and achieve what once seemed impossible. This campaign inspires viewers to see beyond limitations, urging them to believe in their dreams with the assurance that they have a reliable partner standing by them.