SG Pipers' newest campaign film ‘Danka Baja Re’, is full of life

SG Pipers has released Danka Baja Re, the official campaign film for this season, to create a unified team identity. The film is music-based and includes all players, coaches, and support staff to showcase the franchise’s collective spirit.

The campaign begins with the women’s team, as their tournament kicks off first, with a men’s team version set to follow. Built carefully around the rhythm and lyrics of the song, the film blends individual player moments, hockey skills, and powerful group shots that reflect unity and energy.

The SG Pipers campaign focuses on building deeper connections with fans through authentic storytelling. This includes highlighting individual players, their personal journeys, aspirations, and life beyond hockey. Shot during training sessions and matches, the film concludes with a strong visual of teamwork, ambition, and shared purpose.

After viewing the campaign film, Head Coach Sofie Gierts shared her reaction, saying: “It was a pleasant surprise. It is very well done by the team. To me, this shows a very diverse group of women living their dream, strong, confident, and supported by each other. The visibility shown in this video is very powerful and backed by a very diverse staff. Women working together can be very powerful.”

Navneet Kaur, captain of SG Pipers, also reflected on the experience: “It was very good. It was different. I don't think any team has made a video like this. The best thing was that every player was shown in it. As a team, it is important that every player and staff is in the video. It shows the spirit of a team, that we are united. We all together decided where each player will come, what speed can come in running, which skill, which shot. That was a good experience, it was fun. And the video that was made in the end, I enjoyed watching that.”

With Danka Baja Re, SG Pipers celebrates its players, team culture, and the vibrant spirit of modern hockey.

Key Takeaways from the campaign

Original storytelling

The campaign focuses on building strong fan connections through honest, human stories, including player profiles that highlight their lives and journeys beyond the sport.

Valuing women empowerment and diversity

The film showcases women as confident, resilient, and supportive of one another, reinforcing the strength of teamwork and diversity within the sport.

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