In this week’s Backbeat, Abhishek Gupta, Head, Marketing, Edelweiss Group talks about the company’s association with the Indian contingent at the Rio 2016 Olympics and what made it the ideal partnership
BY ABHISHEK GUPTA
Head – Marketing, Edelweiss Group
There are few occasions that bring out the patriot in us, that bind a billion hearts spread across a nation. Watching the Olympics is one such occasion when we set aside all our differences and unite the collective weight of our prayers behind the athletes trying to win a medal for our country.
The Olympics as an institution stands for so much more than unparalleled athleticism. Every Olympian represents the finest human values one can strive for. The Olympics brings together the world’s best sportsmen and women, each epitomizing the virtues of talent, skill and hard work, in one unforgettable spectacle. Edelweiss too recognizes, applauds and embodies these virtues, and has therefore associated with the Indian contingent at the Rio Olympics. The values that resonate with us are:
Integrity - Edelweiss is a value-driven company that believes trust is fundamental to building relationships. Unlike other events, the Olympics has always upheld the integrity of sports to the extent of debarring any defaultors.
Performance - Edelweiss recognizes the power of performance as proof of its capability. There could be no better avenue than the Olympics, where every sportsperson participates to perform.
Excellence - A winner in the Olympics is one who has excelled in skill and technique. At Edelweiss, we are committed to building excellence: in business, in service, in offering prioritized need-led high quality client solutions. The belief is, ‘chase excellence and success will follow’.
Discipline - Edelweiss is as committed to the rigour of discipline in its ambition as a medal aspirant. Both are arduous in their preparation to bring excellence in their performance, while upholding integrity at all times.
Every day resemblances - Deeply integrated in our systems, the Olympian values are imbibed by every individual in our organization. One of the many places where they can be seen in play is our unwavering focus on our customers and the integrity with which we deliver excellence. From stage one, we do everything in our power to add value to the lives of our customers, and it is here that the undeniable similarities to the world of Olympics lie.
The Edelweiss Group believes in the overall FQ - Fitness Quotient - and also the Financial Quotient. It is just as imperative to look after one’s financial health as it is to look after one’s physical health. We understand financial duress and offer solutions to protect and grow wealth, to improve financial well-being.
Our association with the Olympics is a seamless one as we have always been sports evangelists with a long standing association with sports. We look beyond cricket and support equally deserving talent across multiple sports. In 2009, EdelGive Foundation, our strategic philanthropic arm, partnered with Olympic Gold Quest (OGQ), an organization that nurtures talent in sports demonstrating Olympic potential. Through this synergetic partnership, Edelweiss went on to fund various Indian Olympians and medal winners such as PV Sindhu and Mary Kom, amongst others.
As its first-ever brand association, Edelweiss signed Saina Nehwal (world #1 shuttler) as its ambassador. To personify the characteristics of its brand, Edelweiss couldn’t find a better fit than Saina Nehwal to showcase the meritorious trajectory of a home-grown company from modest beginnings to success of national and international scale with a clean track record.
Soon after, the Indian Olympic Association announced Edelweiss as the Principal Partner for the 2016 Rio Olympics, which is a matter of great pride for us and we are extremely delighted and proud to be the official sponsors of the Indian contingent. We have provided life Insurance cover of Rs 1 crore to all the athletes representing India.
Our partnership with the Olympics represents our spirit of thought leadership by associating with superior individuals who have and will make India proud with their achievements. When we support them, we fuel the aspirations of this country and of every Indian who dares to dream and works hard to make the dream come true.
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abhishekk.gupta@edelweissfin.com
