A "tweak in the advertising norms" of the IOC early last year "paved the way for brands world over -- even non-sponsors -- to release their own advertising campaigns for the world’s largest sporting event," according to Ruchika Shah of DNA INDIA. But despite the opportunity, brands have "markedly stayed away from advertising for the 2016 Paralympics." Only two companies -- Induslnd Bank and adidas -- "released campaigns" for India's Paralympians. Ogilvy & Mather India co-Exec Chair & National Creative Dir and O&M Asia-Pacific vice-Chair Piyush Pandey said, "It was a good opportunity for brands to show their solidarity with the Indian para-athletes who are representing us in Rio against all the odds. Other brands should have taken the initiative to do the same for the para-athletes, where nothing is being done." Kestone Integrated Marketing Services Associate VP Indu Kannan said that it is a "cause begging to be picked up." She added that "brand initiative in this space also depends on the awareness and the excitement around the sporting event." Kannan: "A brand campaign will only happen when there is an audience and viewership. Take kabaddi for instance, Star India and Marshal Sports’ Pro Kabaddi League turned the sport on its head, and now it’s only uphill from here for it. Once there is excitement for the event, the brands will follow. If the Paralympic Committee of India is more invested in bringing more money for the para-athletes, then maybe 2020 will be a different story. Companies need to definitely wake up to the fact that it is the para-athletes that are bringing the glory to India" (DNA INDIA, 9/13).
