The leading Indian industrial conglomerate, JSW Group has rekindled its long-running and wildly successful campaign, ‘Rukna Nahi Hai’, in anticipation of the Paris 2024 Olympic Games.
The new film explores the athletes’ mindsets as they prepare to represent India on the globe’s biggest sporting stage in a matter of days.
The campaign, which was unveiled by India’s golden boy and current Olympic champion Neeraj Chopra, consists of a longer version for digital media and a shorter TV spot that will air on well-known networks leading up to and during the Games.
JSW, which spearheaded the Olympic movement in India a decade ago, has a history of producing engaging campaigns leading up to the Games, and its lead-up to Paris has been no exception.
The ad film covers the competitors’ training as well as the psychological fallout from losing at the Olympics. It depicts how the general public feels about an athlete’s performance, celebration and recognition in the event of a win, or disgrace and outrage if they fail. In the process, it emphasises that athletes should stay unaffected by either outcome, promptly returning to practice and preparing for the next challenge. The film appears straightforward yet thought-provoking, highlighting the athletes’ unwavering commitment and refusal to give up, no matter what.
It was conceptualised by Ogilvy and directed by Shashanka Chaturvedi of Good Morning Films. It includes a mix of renowned and developing athletes from several Olympic sports, notably Neeraj Chopra, Nishant Dev, Preeti Pawar, Manu Bhaker, Manika Batra, and Muhammed Anas, among others. Notably, Ajay Devgn has provided his voice for the film.
The ad also commemorates JSW’s partnership with the Indian Olympic Association (IOA) for the Paris Olympics 2024.
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.”
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.”
Furthermore, the campaign will be supported by a full 360-degree media plan that includes TV, digital, OTT, digital innovations, out-of-home (OOH), on-ground activation, and print.
JSW Inspire, created by JSW Group in 2022, is an athleisure brand that sponsored Team India in the 2022 Commonwealth Games and the 2023 Asian Games.
The business promises to deliver high-quality, Indian-made sportswear for both professional and amateur competitors that meet global standards. Aaquib Wani, who additionally designed the Indian Cricket Team jerseys, created the official Team India kit for the Olympic Games in Paris in 2024.