Aditya Birla Capital Limited has announced a partnership with the Indian Olympic Association (IOA) as the official sponsor of Team India for the upcoming Paris Olympics 2024.

Aditya Birla Capital plans to launch a comprehensive marketing campaign featuring top Indian athletes in preparation for the Paris Olympics. The campaign will showcase inspiring stories of athletic achievements, highlighting how athletes have overcome challenges and adversity to achieve significant milestones. These narratives will be shared across various platforms including digital, OTT, print, outdoor, and social media.

PT Usha, president of IOA, expressed deep gratitude to Aditya Birla Capital for their support and confidence in the potential of Indian athletes. She also commended their commitment to developing sports talent and nurturing role models for India. Usha further emphasized the importance of increasing support from brands and corporate India, recognizing the pivotal role of sports in the nation's growth and finding it both uplifting and encouraging.