Viacom18, the official Indian broadcaster for the Paris Olympics 2024, has launched a unique marketing campaign titled ‘Dum Laga Ke Haisha’ (Put in the Effort and Win) to create a buzz around the Games.
The campaign is aimed to inspire viewers by drawing parallels between everyday household chores and various Olympic sports disciplines.
It features Olympic moments of prominent Indian athletes like Sakshi Malik, Neeraj Chopra, Mary Kom, PV Sindhu, Atanu Das, Mandeep Singh and Bajrang Punia alongside, international athletes like, Simone Biles, Lamont Marcell Jacobs, performing these chores with intensity and precision of their respective sports.
This creative approach transforms mundane activities into exciting challenges, showcasing the ‘athlete within’ everyone. JioCinema and Sports18 target a broad audience, encouraging them to find inspiration in the Olympics and incorporate physical activity into their daily routines.
Viacom18 – Sports, Head of Content, Siddharth Sharma, said, “Our presentation of Paris 2024 is built on the idea of putting viewers front and centre as our athletes aim for glory. For the first time in India, an Olympics presentation will have a dedicated Indian feed, a women athletes feed, and a global action feed, giving fans high autonomy with a lean-in experience as they follow the Games. We strive to capture the inspiring journeys of Indian athletes and rally the country to back our heroes through our never-seen-before Olympic experience.”
JioCinema’s Head of Brand and Creative Marketing, Shagun Seda, added, “We wanted to keep the campaign idea rooted in the transformative power of viewing sports. The film is our ode to the Olympic spirit and imagines a world where watching the Olympics vicariously, inspires us to push ourselves like runners, boxers, gymnasts, archers and weightlifters in our quotidian lives. We married this idea with a re-imagination of the timeless chant ‘Dum Laga Ke Haisha! that’s deeply ingrained in the Indian spirit of movement and sports, into multiple regional languages to ignite excitement for the Olympics across the country. To bring our concept to life, we partnered with Jugaad Motion Pictures who brought in a fresh approach and elevated the concept to a rich audio-visual experience.”
The campaign’s underlying message is to encourage a healthier and more active lifestyle. The broadcaster aims to motivate viewers to incorporate physical activity into their daily routines by highlighting the athletic potential inherent in everyday tasks.
JioCinema’s extensive free live coverage across 20 concurrent feeds has showcased a variety of sporting events. This comprehensive approach has ensured that viewers can catch all the action, regardless of their preferred sport. JioCinema has partnered with ShareChat and Moj, two of India’s most popular short-form video apps.
With the Games underway, all eyes are on India’s talented athletes. Following Manu Bhaker‘s historic bronze medal win in the women’s 10m air pistol final, the focus shifts to other promising contenders. Shooters Ramita Jindal and Arjun Bubuta will aim for medals in their 10m air rifle events. Bhaker will return for the 10m Air Pistol Mixed Team Qualification alongside Sarabjot Singh. Other athletes to watch include Prithviraj Tondaiman (Men’s Trap Qualification), the Indian hockey team, paddler Sreeja Akula, badminton players Satwiksairaj Rankireddy and Chirag Shetty, Ashwini Ponnappa and Tanisha Crasto, Lakshya Sen, and the archery men’s team.