Bank of Baroda is an Indian government owned banking and financial services company. It is under the ownership of Ministry of Finance, Government of India. Bank of Baroda shows its support to the nation during the second COVID wave with morale boosting a video titled ‘#PhirJeetenge’.
The video features world-renowned badminton players PV Sindhu, Srikanth Kidambi, singers Javed Ali and Aishwarya Majmudar, and radio jockeys Kartik and Archana calling on all citizens to come together and fight the virus, thereby increasing awareness on the need for precautions and the significance of getting vaccinated. The essence of the video is to emphasize on the importance of holding on to hope and coming together as a nation, to work towards a brighter horizon. ‘PhirJeetenge’ is an anthem for each and every individual, to believe and draw on the strength that we possess, confident that we will succeed, like we always have, as a country. With the pandemic creating a shift in terms of the new normal, the campaign advocates the importance of a positive mindset and working, physically and emotionally, towards a better tomorrow. The essence of the video is to emphasize on the importance of holding on to hope and coming together as a nation, to work towards a brighter future. As India is on the threshold of completing 75 years of Independence, the bank seeks to spread the message of overcoming hurdles and vanquishing the pandemic together.
“#PhirJeetenge song is an attempt to spread the message of winning. India as a Nation has conquered many odds with the never say die attitude of people. This song reignites the flame of optimism, hope, and fighting spirit in us. Digital platform is one of the factors that affects consumer habits and behaviour, and technology companies are innovating faster than ever before. Connecting with the millennials and taking into consideration the current situation of pandemic in our country, the bank is trying to motivate people by telling them not lose hope. They roped in some celebrities from different professions so that people get more motivation to take vaccine and follow the covid-19 guidelines. The 135Crore+ Indians will fight against this virus together. We shall win this battle by getting vaccinated, wearing a mask, and maintaining social distance. #JaiHind #PhirJeetenge #Unite2FightAgainstCorona #AzadiKaAmritMahotsav.