Indian Premier League (IPL) franchise Delhi Capitals (DC) launched a digital initiative in July - "Salaam Dilli" with an objective to recognise and salute COVID warriors from the city. These Covid warriors stories were narrated through the month of August. After this, a virtual meet was held on September 17, 2020 where members of the Delhi Capitals squad – CEO Dhiraj Malhotra, assistant coach Mohammad Kaif, and senior players Ishant Sharma and Amit Mishra, interacted with these COVID heroes.
'Salaam Dilli' : A tribute to COVID warriors
Under the 'Salaam Dilli' initiative, Delhi Capitals featured the following COVID warriors, representing countless citizens from the city who came forward and chose to do something in their own way to contribute to the cities fight against the pandemic:
- Manika Bhadwar: Fed underprivileged people through her own kitchen and her NGO Rasoi on Wheels
- Pomilla Gupta: Ran a kitchen for stray dogs during the lockdown
- Sourav Das & Laxmi Das - Distributed home-made masks for free, installed mask vending machines in public places
- Atul Gogia - Stood at the frontline to treat COVID patients
- Niharika Dwivedi - Donated personal savings to buy air tickets for a family of migrant workers
- Amit Phogat & Ravinder Dharwal - Delhi Police constables who donated, and ran a plasma donation network
Inspired and humbled by the efforts of these courageous citizens, the Delhi Capitals official match jersey will bear the "Thank You COVID Warriors" message for the entire duration of IPL 2020.
PR led campaign by WordsWork
The Salaam Dilli initiative for Delhi Capitals was conceptualised and executed by sports specialist WordsWork PR. The campaign message was to acknowledge and appreciate the contribution undertaken by capital’s citizens during the lockdown for the welfare of the society.
WordsWork identified these COVID Warriors from across different spheres of work through the month of July. In august we told the stories of each of these Covid warriors individually and highlighted them on DC social media. As a culmination, they were sent surprise boxes which included a thank you letter from Delhi Capitals and a customised jersey.
More so, it was decided the teams official jersey for the entire season will don a message thanking our Covid warriors.
“This was a in initiative very close to our hearts at WordsWork. The Delhi Capitals team trusted us to lead Salaam Dilli as a cause which started with identifying these Covid warriors to being able to tell their stories in an integrated campaign coordinating closely with the Fever 104 FM and the DC social media team. The culmination of the campaign had an incredible impact with everyone. We are happy to have done something special and meaningful at the back of this historic edition of IPL 2020.” Said, Neha Rastogi, founder & CEO WordsWork.
Ishant Sharma chose to give a standing salute with and on behalf of the entire Delhi Capitals team. This was followed by the interaction, which was anchored by Fever 104 FM across DC’s Twitter, Facebook, Instagram, and YouTube handles which was followed by PAN India press release and images dissemination. The campaign garnered more than 45 k likes/views so far on social media handles and media coverage across publications such as Times of India, Hindustan Times, CNBC TV, Press Trust of India already since the announcement on September 18.