With the Paris 2024 Olympic Games around the corner, JSW Group has reignited its long-running and hugely successful campaign – Rukna Nahi Hai – with the launch of a brand-new film that delves into the mindset of the athletes who will represent India on the biggest sporting stage in less than two weeks from now.
Launched by India’s golden boy and reigning Olympic champion Neeraj Chopra on Wednesday, the campaign includes a longer version for digital platforms and a shorter TV commercial to be broadcast on popular channels before and during the Games.
JSW who have pioneered the Olympic movement in India over the last decade, have always run compelling campaigns around the Games, and the build-up to Paris has been no different. The film, while highlighting the preparation of the athletes, also explores the emotional aftermath of failing to win at the Games. It portrays the public perception of an athlete’s performance—celebration and fame if they win, or embarrassment and criticism if they lose. And in the process, emphasizes that athletes should remain unfazed by either outcome, quickly returning to practice and preparing for their next challenge.
Simple, yet thought-provoking, the film underscores the athletes’ unwavering determination and refusal to stop, come what may.
Conceptualized by Ogilvy and directed by Shashanka Chaturvedi from Good Morning Films, it 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, among others. Celebrity film star Ajay Devgn has lent his voice to the film.
The campaign also celebrates JSW’s association with the Indian Olympic Association for the Paris Olympics 2024.
Sharing his views on the campaign, and the film, Parth Jindal, Founder, JSW Sports, said, “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.”
Speaking on the launch of the TVC, Sukesh Nayak, Chief Creative Officer at Ogilvy, said, “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 shines bright.”
In addition to the film, the campaign will be amplified through a comprehensive 360-degree media plan, leveraging TV, Digital, OTT, Digital innovations, OOH, on-ground activations, and print.
JSW Inspire, launched by JSW Group in 2022, is an athleisure brand that sponsored Team India at the 2022 Commonwealth Games and 2023 Asian Games. The brand aims to provide top-quality, Indian-made activewear for both professional and aspiring athletes, matching global standards. The Official Team India Kit for the Olympic Games Paris 2024 is designed by Aaquib Wani, who also designed the Indian Cricket Team jerseys.
