As the Paris 2024 Olympic Games approach, the JSW Group has reignited its long-running and immensely successful campaign, “Rukna Nahi Hai,” with the launch of a powerful new film that delves into the mindset of the athletes who will represent India on the grandest sporting stage.
Launched by India’s golden boy and reigning Olympic champion Neeraj Chopra on Wednesday, the campaign features both a longer version for digital platforms and a shorter TV commercial to be broadcast on popular channels before and during the Games. This dual-format approach ensures that the inspiring message reaches a broad audience, capturing the spirit of the campaign.
Conceptualized by Ogilvy and directed by Shashanka Chaturvedi from Good Morning Films, the campaign features a mix of well-known and emerging athletes from various Olympic disciplines, including Neeraj Chopra, Nishant Dev, Preeti Pawar, Manu Bhaker, Manika Batra, and Muhammed Anas. Adding to its emotional depth, the film’s narration is voiced by celebrity film star Ajay Devgn, whose compelling voice adds gravitas to the story.
Parth Jindal, Founder of JSW Sports, shared his thoughts on the campaign: “Rukna Nahi Hai as a JSW Group campaign, has now entered its third Olympic Games, and it has grown from being a slogan to now being an emotion, a belief that Team India and all of us will take to Paris. The film captures the essence of the athletes’ relentless pursuit, perfectly. For us, they are already champions. I am certain this film will inspire the contingent in Paris, and every single Indian who will be backing the athletes throughout the journey of the Games.”
Sukesh Nayak, Chief Creative Officer at Ogilvy, added, “The concept of #RuknaNahiHai is compelling and inspiring. We are proud to be a part of this journey with JSW and our athletes from day one. This campaign brings alive the true essence of rukna nahi hai, by portraying the mindset of our athletes. For whom victory and setbacks are chapters and not the end of story. It honors their relentless pursuit which makes our country shine bright.”
The “Rukna Nahi Hai” campaign will be amplified through a comprehensive 360-degree media plan, leveraging TV, digital platforms, OTT, digital innovations, OOH, on-ground activations, and print media. This multi-faceted approach ensures maximum visibility and engagement, reinforcing JSW’s commitment to supporting Indian athletes.
In addition to the campaign, JSW Inspire, launched by JSW Group in 2022, continues to support Indian athletes by providing top-quality, Indian-made activewear. The brand sponsored Team India at the 2022 Commonwealth Games and 2023 Asian Games, and it aims to match global standards for both professional and aspiring athletes. The Official Team India Kit for the Olympic Games Paris 2024, designed by Aaquib Wani, reflects this commitment to excellence and innovation.
