Emerging Bank Bowls Ahead With India’s Blind Cricketers

As part of their partnership, the fast-emerging local financial services player has launched ‘The Other Men In Blue’ campaign, including videos and games, to generate passion for the nation’s finest visually challenged cricketers. The two-week long interactive campaign on social and digital platforms also aims to raise international awareness of this format and profile of the unsung heroes.

Anil Ramachandran, Head of Marketing & Communication, IndusInd Bank, added, “We have launched this unique campaign to spread awareness about the talents, skills, and potential of our visually-challenged cricket team and highlight their passion and dedication for a game that all of us love so much.”

“The T20 World Cup is the ideal platform to acknowledge the many achievements of ‘The Other Men In Blue’ and cheer them as they play hard to defend their title. The campaign is a part of our continuing endeavours and belief that IndusInd Bank as a part of society, can reach out to diverse communities and work for their support and betterment.”

In terms of sponsorship strategy in the past two years, IndusInd Bank has been into niche categories and forward-oriented, for example, its local collaboration with Chelsea FC as the EPL widens its reach there… Naturally, the rich content activation opportunities and goodwill generated for backing the national team in the T20 World Cup for Blind, is certainly a shrewd move, especially when corporate support for parasports is lacking in the country.