Brand News

Mother Dairy initiates #JeetengeDil to celebrate spirit of a champion

Written by May 12th, 2016

IPL fever has gripped the nation and as we all know the spirit of cricket in India is unmatched. This is year Mother Dairy is the principal partner for Delhi Dare Devils, thus to celebrate the true spirit of every cricket fan in India the brand rolled out a campaign #JeetengeDil.

Sharing details about the campaign, Sandeep Ghosh, Business Head – Milk, Mother Dairy Fruit & Vegetable Pvt. Ltd. said, “Our association with Delhi’s team is not just of a sponsor, but it is our effort to bring Cricket fans and our stakeholders including Farmers, Ex-servicemen-Booth operators & consumers, who share the common passion for Cricket, to witness the extravanza Live at the stadia. Celebrating the spirit of the sport with #JeetengeDil and our belief of “Happy Food Happy People”, we are also bringing to the forefront the inspiring journey of Deepak Malik, member of the Indian blind cricketing squad and the unsung hero for our Cricket loving fans, framed in a video. I am sure his story would prove to be inspiring for many of us.”

The brand shared the story of Deepak Malik, the captain of the Blind Cricket Team and the struggles he faced in his life to achieve his dream. The video, Spirit of a Champion 2016’, captures his journey towards winning the Blind World Cup, Blind Asia Cup and Blind T20 Cup for India with #JeetengeDil spirit.

The initiative

For the very first time in IPL, to celebrate this love and passion for the sport, the brand invited farmers for the home match of Delhi Daredevils to experience the thrill of the IPL game. This was a conscious attempt to help the farmers to witness the extravaganza of Twenty20 cricket as well as helped to build a bridge between the dairy producers and consumers.

Elaborating on the campaign, Rajiv Dingra, founder & CEO, WATConsult said, “The IPL festival carries a certain spirit and passion which motivates people in believing in them and getting the same. We have inculcated this same spirit in our digital campaign and created an inspiring story for the visually impaired. We are glad that the video has been received and appreciated immensely by the audience, and we hope to continue this in the future too.”

Further as part of the campaign, the brand celebrated the spirit of cricket by empowering the National Blind Cricket Team who have passionately played their way to win many titles for India while most of us are not even aware of it.

The spirit of a champion

This video conceptualized by Mother Dairy and Green Bench Media strives to give hope to thousands of visually impaired people around the world and we are committed to work on this to make a real difference. It is also associated with to raise fund for the Blind cricket world cup this year.

Spirit of a Champion 2016’was released on April 22nd has gone viral and got close to 4 million views in just 7 days. The story has received tremendous appreciation from avid cricket fans across India.

Expert comments

‘A brilliant film about an inspiring life’ – Jeremy Bowen, BBC Correspondent

‘As long as the passion is alive, nothing is impossible – a very inspiring film’ – Saisudha Sugavanam, Programme Director, GoSports Foundation

‘A beautiful film about the strength of the human spirit, so inspiring’ – Anjalika Sharma, Indian-American Film-maker


Head of marketing Mother Dairy – Abhijit Poddar

Video Production house: Green Bench Media

Executive producers – Sambuddha Mitra Mustafi and Vivek Raj

Digital agency: WATConsult

WATConsult Founder and chief executive officer: Rajiv Dingra

WATConsult Lead Account Manager: Shanu Jain

WATConsult Online Content & Execution Team: Niraj Jain, Aditya Varma, Aarya Sha, Percy Karat, Varun Iyer & Abhishek Nair