Radico launches a music video to honour Indian athletes at the Tokyo Olympics

New Delhi: This year, when the world’s movement and celebrations are restricted, we at Radico have taken up the task to not to allow the pandemic affect the spirit of our people. Continuing its momentum to keep the consumers’ spirit high, Radico Khaitan has come up with another power packed initiative to cheer Indian Athletes at the Tokyo Olympics 2020. The company has launched a song- “Spirit of Victory/Jeet ki Hichki-A tribute to Indian Athletes” under the banner of The Spirit of Victory. Through the song, Radico Khaitan is cheering and paying tribute to the Indian Athletes who are participating this year. The song is written and sung by the very versatile musical artist Padamjeet Sehrawat. The Music is given by Kamal Joshi.


Apart from dedicating a host of products on different wars under the Spirit of Victory series, the company had earlier come up with a power packed initiative for India’s 74th Independence Day, where we launched a gratitude song ‘Shukriya’ by the writer, singer and composer Padamjeet Sehrawat under the banner of The Spirit of Victory in the honour of the Indian Army. Through the song, Radico Khaitan paid tribute to the warriors for their exemplary courage and expressed gratitude to them for being the savior of the nation and prioritizing the pride and security of the motherland over their own safety.


The company had also associated with Tales of Valour, which was a series of authoritative factual war documentaries depicting the 10 most valiant stories of bravery – many of which are unknown to most Indians – displayed in the wars India has fought post 1947. It too was an initiative which had us expressing our respect to the martyrs, war widows and soldiers for their extraordinary acts of bravery.



Speaking on the launch of the song, Mr. Amar Sinha, COO of Radico Khaitan, said, India has a long history connected to Olympics. Launching this song is a small effort in the direction of saluting their devotion towards the country and cheering for them for making India proud again. Their spirit is a source of inspiration for all of us. The youth looks upto them as their role models and we hope every household in India will have atleast one sportsman in the years to come.”


With this association, Radico Khaitan is also taking forward the tradition of celebrating art, culture and literature in the country. The company’s focus on mindful marketing strategy leaps into the future with its associations with a social cause attached to it. As the company has been outperforming the industry for the last 5 years, our objective of creating an inclusive and wholesome ecosystem comes true with such activities.