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Tag: Neeraj Chopra

  • Jindal Stainless backs IIS athletes, forging India’s champions of tomorrow

    Jindal Stainless backs IIS athletes, forging India’s champions of tomorrow

    MUMBAI: When steel meets speed, champions are forged. Jindal Stainless is turning this mantra into reality by partnering with the Inspire Institute of Sport (IIS) to nurture India’s next generation of track and field stars. Through its CSR arm, the Jindal Stainless Foundation, the company has become the key sponsor of IIS’ Track & Field Development program at Hisar for FY 25-26, supporting aspiring athletes on their journey to national and international success.

    The Hisar centre is a crucial talent hub, scouting promising athletes aged 18–25 from across India and channeling them into a structured training ecosystem. This year, the program is mentoring 39 athletes, providing them with a holistic environment that spans world-class facilities, expert coaching, sports science support, nutrition guidance, and financial assistance for travel to competitive events. A standout feature of the initiative is the involvement of Klaus Bartonietz, former coach of Olympic javelin champion Neeraj Chopra, who brings cutting-edge biomechanics expertise to the budding athletes.

    “Supporting IIS’ track & field development program is our way of ensuring young athletes can compete with confidence on the global stage,” said Jindal Stainless managing director Abhyuday Jindal. “Through this collaboration, we aim to nurture India’s future champions and empower talent where it matters most.”

    IIS president Manisha Malhotra added, “Jindal Stainless’ partnership allows us to strengthen our program, giving young athletes access to state-of-the-art facilities, scientific guidance, and competitive opportunities essential for national and international success. This support is pivotal in helping India create a world-class sports ecosystem.”

    Athletes in the program represent a diverse pool of talent, including budding javelin throwers like Aditya and Manpreet Singh, who are training under this rigorous system. The initiative spans sprints, hurdles, and throws, equipping participants with the skills and discipline required to excel in global competitions.

    Jindal Stainless has supported IIS for several years, and by acting as the key sponsor for 2025-26, the company reaffirms its commitment to sports, youth empowerment, and social impact. This collaboration not only provides a platform for emerging athletes but also strengthens the broader goal of positioning India as a hub of athletic excellence, demonstrating that with the right infrastructure and support, world-class champions can emerge from any corner of the country.

    With steel backing speed and science guiding skill, the Hisar centre is shaping up as a launchpad for India’s athletic dreams, ensuring the next generation of track and field stars is fit, fast, and future-ready.

  • Duolingo English Test launches digital campaign with Neeraj Chopra

    Duolingo English Test launches digital campaign with Neeraj Chopra

    MUMBAI: The Duolingo English Test (DET), a global leader in digital English proficiency assessment, has launched a new digital campaign featuring Olympic and World Champion Neeraj Chopra, aimed at inspiring young Indian learners to pursue their global education goals with focus and determination. Centered around the powerful message “Dream. Practice. Win,” the campaign celebrates the shared journey of athletes and learners who strive to achieve excellence through consistent effort and unwavering discipline.

    Conceptualised and produced by Kulfi Collective, the campaign kicked off with a hero film starring Neeraj Chopra and Duolingo’s iconic mascot, Duo, together in the training field. As they train together, the film gently reminds viewers that first attempts are rarely perfect. What truly matters is showing up every day and putting in the work. No dream goes global without practice and determination.

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by @studyabroadwithdet

     

    As one of India’s most celebrated global athletes, Neeraj Chopra embodies the qualities of perseverance, focus and quiet confidence, values that deeply resonate with learners preparing for high-stakes exams like the DET. His journey of going abroad to train and preparing for years before achieving global recognition closely reflects the path of Indian students aiming to study overseas. Like Neeraj, these students often push past setbacks and step outside their comfort zones in pursuit of something bigger. The campaign draws this parallel to highlight the values of discipline, resilience and self-belief that define both journeys. It serves as a reminder that success doesn’t happen overnight but it always begins with showing up.

    “This campaign is deeply rooted in the belief that progress comes from showing up, again and again, even when it’s hard,” said Duolingo English Test India market lead, Tara Kapur. “Neeraj’s journey perfectly captures the mindset of DET learners, ambitious, focused and determined to go global. Through this collaboration, we’re proud to highlight how the Duolingo English Test supports that spirit with an accessible, affordable and modern path to international education.”

    Kulfi Collective account director, Pourush Turel said, “It was an exciting collaboration with a true blue Olympian. We wanted to draw powerful parallels to the journey of an athlete and that of a young student preparing to study abroad. Both these journeys demand determination, relentless practice and stepping out of our comfort zones. With Neeraj, Duolingo and the Duolingo English Test, we found the perfect balance of inspiration and relatability. This campaign brings that narrative to life in a way that feels honest, culturally rooted, and deeply relevant to young India.”

    Kicking off the campaign was a playful reel released last week, where Neeraj is seen hurling Duo like a javelin, throwing him past all known records and all the way to the moon. A light-hearted take on breaking records, the reel was a perfect blend of organic conversations and DET’s quirky take, serving as a teaser for the campaign film that followed. Another key highlight of this collaboration was a special meet-and-greet and fireside chat with Neeraj Chopra and Duolingo English Test takers. Recounting his experience of moving abroad for training, Neeraj spoke about the challenges he faced and offered advice to students on how to navigate the changes that come with making such a big life decision.

    The Duolingo English Test continues to break traditional barriers and democratise access to global education. With over 5,900 institutions worldwide including top universities in the USA and Canada accepting DET, Indian students are increasingly choosing it for its convenience and modern test experience. The test is fully online, costs only USD $70 (approx. ₹6,000) and provides results within 48 hours, making it one of the most accessible and student-friendly English proficiency tests available today.

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  • Brands queue up for Neeraj Chopra Classic as javelin goes prime time in India

    Brands queue up for Neeraj Chopra Classic as javelin goes prime time in India

    MUMBAI: India’s golden boy of athletics is attracting more than just medals. The inaugural ‘Neeraj Chopra Classic’—India’s first global javelin competition—is drawing serious brand muscle ahead of its 5 July debut at Bengaluru’s Sree Kanteerava Stadium.

    The event is headlined by Bharat Petroleum Corporation Ltd (BPCL) and backed by a power-packed sponsor roster that includes Visa (official partner), Audi India (mobility partner), BodyArmor Lyte ORS (hydration partner), Duolingo English Test (learning partner), and Snapchat (content partner).

    Radisson Hotel Group is the hospitality partner, JioStar the broadcast partner, and FanCode Shop is handling official merchandise—making the NC Classic a 360-degree sporting spectacle both on-ground and online.

    Speaking on the response from brands to the NC Classic, JSW Sports chief commercial officer, Karan Yadav said, “The versatility and range of brands that have decided to come on board with the NC Classic is testament to the potential this competition has. These are the biggest names in world javelin, spearheaded by Neeraj, competing on Indian soil for the first time. The event has all the ingredients to be a blockbuster, and a regular fixture on the world athletics calendar. The response to partner with the event has been fantastic, and it only augurs well for the future of live sport planned to global standards, in India.”

    With the world’s top javelin throwers gearing up to compete, the Neeraj Chopra Classic is shaping up to be more than just a one-off event—it’s India’s blockbuster entry into the world of elite field sports.

  • Match made in mayhem as BGMI hosts India’s biggest in-game wedding

    Match made in mayhem as BGMI hosts India’s biggest in-game wedding

    MUMBAI: Love is in the (digital) air as Battlegrounds Mobile India (BGMI) pulls off the unthinkable, hosting India’s Biggest In-Game Wedding, turning virtual battlegrounds into a full-blown mandap. The three-day celebration wasn’t just a stunt, it was an emotion, a testament to how gaming isn’t just about wins and losses, but bonds forged between players.

    At the heart of this heartwarming saga is Tanupreet and Jaspreet, a couple from Meerut who met over grenades and giggles inside BGMI’s multiplayer world. What began as casual team-ups soon turned into connection requests, Synergy milestones, and eventually, a virtual ‘Love Connection’ culminating in a grand digital wedding that redefined matchmaking.

    From mehendi on April 8 to a sangeet on April 9 and the final shaadi ceremony on 11 April , BGMI spared no pixel. Legendary fashion designer Ritu Beri designed custom BGMI-themed wedding avatars, while singer Benny Dayal performed live in-game during the Sangeet, marking his virtual concert debut. Meanwhile, celebrity guests like Karan Johar and Neeraj Chopra played the ultimate FOMO card online: “Mera invite kahan hai?”

    “BGMI today is not just about playing, it’s about belonging” said Krafton India associate director and lead of marketing Srinjoy Das. He added  “This is one of our most emotional and culturally rich campaigns yet that brings together fashion, music, relationships, and storytelling all inside a game. It’s a wedding but also a powerful metaphor for how BGMI brings people together.”

    “BGMI gave us more than just a game it gave us each other,” shared Tanupreet and Jaspreet. “From random team-ups to a real bond, we never imagined it would lead to this. To be married inside the game that introduced us is beyond special.”

    But the celebrations don’t stop there. BGMI is inviting its 200-million-strong community to join the Shaadi Duo event from 20 May to 1 June. Players can team up in Duo Mode, take on challenges, and earn the limited-edition Space Gift Box, a reward symbolising in-game connections.

    Here’s how to join the festivities:

    1    Pair up with your bestie, bae, or battle buddy

    2    Play Classic Mode in Duo

    3    Complete challenges to unlock the exclusive gift

    Importantly, this isn’t just for couples, it’s for everyone who’s found friendship, rivalry, or romance in-game. Features like Synergy, Connection Requests, and Love Connection were central to Tanupreet and Jaspreet’s journey from teammates to soulmates. BGMI wants more players to explore and experience those social layers.

    The campaign, crafted by DDB Mudra Group, didn’t just stop at gameplay. Influencer wedding invitation unboxings, meme-worthy celebrity posts, and emotional fan reactions turned this into a full-fledged cultural moment. BGMI successfully blurred the line between reality and digital, redefining what a game can truly mean.

    So, while others play for the chicken dinner, Tanupreet and Jaspreet played for forever.

    And in a world where love can blossom in a lobby and end at a mandap, BGMI proves that sometimes your plus one is just one headshot away.

  • Indian sports sponsorship scores big, nearing $2 billion mark

    Indian sports sponsorship scores big, nearing $2 billion mark

    MUMBAI: The Indian sports sponsorship scene has flexed its muscles, punching through the Rs. 16,633 crore barrier, according to GroupM ESP’s latest Sporting Nation report. That’s a six per cent year-on-year growth, propelling the overall market towards a cool $2 billion. Since 2008, the sector’s seen a sevenfold surge, a proper blinder of a result.

    While cricket remains the undisputed captain, the rise of non-cricket sports is giving it a run for its money. Athlete endorsements have hit an all-time high, leaping 32 per cent to Rs. 1,224 crore. Forget just sixes and wickets, we’re talking about the likes of Neeraj Chopra and PV Sindhu, who’ve spearheaded a 46 per cent hike in non-cricket endorsements. The Olympic buzz has clearly got everyone’s knickers in a twist, boosting emerging sports sponsorships by 19 per cent. Fancy a jog? Distance running alone accounts for a quarter of that, showing India’s keen to get its trainers on.

    GroupM South Asia  chief operating officer Ashwin Padmanabhan reckons industry is  continuing its remarkable trajectory, but the industry is e witnessing a dynamic shift driven by both legacy and emerging sports. “Cricket’s still the cornerstone, but the non-cricket athletes, the Olympic buzz, and the digital revolution are reshaping the landscape. With brands increasingly recognising the power of sports as a platform for deeper consumer engagement, the momentum is undeniable. This is not just growth in numbers—it’s the
    evolution of an industry that is more diverse, digital, and driven by innovation than ever before,” he said.

    GroupM India managing director content, entertainment & sports Vinit Karnik, chipped in, saying,  The
    Indian sports economy has firmly established itself as a high-growth sector, surging 7x since 2008 to near the $2 billion mark. While traditional powerhouses continue to drive momentum, the real story lies in the rise of emerging sports, athlete-driven brand value, and the digital explosion, which alone saw a 25 per cent  jump in media spends. The record-breaking Rs. 1,224 crore  in athlete endorsements signals a shift—brands are betting big on individual icons across sports. As we enter a new era of engagement, innovation will be key in unlocking the next wave of commercial success in Indian sport.”

    Despite a slight wobble in sponsorship growth this year, thanks to IPL and ICC rights resets, the market’s showing its staying power. With digital engagement going through the roof and audience preferences swerving faster than a fast bowler’s out swinger, the Indian sports scene is poised for even more fireworks. It’s a proper scorcher.

  • CNN-News18 Indian of the Year 2024 to honour India’s icons on 17 January

    CNN-News18 Indian of the Year 2024 to honour India’s icons on 17 January

    MUMBAI: The wait is almost over!

    CNN-News18 Indian of the Year (IOTY) 2024, the 14th edition of India’s most prestigious television awards, will unveil its winners on 17 January 2025, in a grand ceremony in New Delhi. With a legacy of honouring exceptional achievements, IOTY has become the ultimate stage for recognising those who’ve inspired, amazed, and made India proud.

    From Shah Rukh Khan to Neeraj Chopra and Virat Kohli, past winners have embodied excellence. Who will join this elite club in 2024?

    The awards span seven major categories—entertainment, sports, rising sports star, youth icon, business, climate warrior, and social change. These categories celebrate everything from cinematic brilliance to environmental activism.

    Here’s the twist: 50 per cent of the decision lies with you, the audience, while an illustrious jury panel decides the rest. The jury includes heavyweights like Sanjiv Goenka, Harish Salve, Ramesh Sippy, and more. What’s your pick for the winners?

    The spotlight will shine on some of the biggest names:

    ●    Sports: Olympic stars like Manu Bhaker and cricketers like Jasprit Bumrah.

    ●    Entertainment: Powerhouses like Shraddha Kapoor, Vijay Sethupathi, and Pankaj Tripathi.

    ●    Youth Icons: Vicky Kaushal and rising entrepreneur Nikhil Kamath.

    ●    Business Leaders: Visionaries like Deepinder Goyal (Zomato CEO) and Bhavish Aggarwal (Ola CEO).

    But it’s not just the glitz and glamour. Climate warriors like Vinisha Umashankar and changemakers like Palak Muchhal in Social Change are also vying for honours.

    What makes IOTY stand out?

    Network18 CEO – english & business news, Smriti Mehra nailed it when she said, “The immense popularity of Indian of the Year lies in its legacy of recognising and celebrating excellence over the past thirteen editions. From icons such as Shah Rukh Khan and Neeraj Chopra to visionary leaders such as Narendra Modi and Manmohan Singh, our past winners have truly embodied the spirit of the Indian of the Year title. This platform has become a hallmark of achievement, inspiring audiences and delivering unparalleled value to the brands that associate with it.”

    Meanwhile, CNN-News18 managing editor Zakka Jacob added, “The awards evening will be a gathering of the greatest of Indians who have made the country proud over the past year. As we step into the new year, it’s important to look back at the achievements of the past year that hold significance for us as a nation. We are excited to celebrate the remarkable contributions of those who rose above challenges and inspired next generations.”

    The event, hosted by CNN-News18, promises a glittering display of India’s best and brightest. Catch the action at 6 pm on 17 January on CNN-News18 or via live stream on www.indianoftheyear.com.

    Who will walk away with the title? Will it be a star athlete, an inspiring climate activist, or a business mogul? Join the conversation and don’t miss the magic of India’s achievers being celebrated.

  • CNN-News18 Indian of the Year is back to recognise achievements of exceptional Indians

    CNN-News18 Indian of the Year is back to recognise achievements of exceptional Indians

    MUMBAI: CNN-News18 has returned with the fourteenthh edition of its highly anticipated flagship awards platform, Indian of the Year (IOTY). Regarded as India’s biggest and most credible news television awards, IOTY celebrates exceptional achievements of Indians who are inspiring the world through their triumphs. The recent editions have seen names such as Shah Rukh Khan, Neeraj Chopra and Virat Kohli as the winners of the coveted title of Indian of the Year.

    CNN-News18 Indian of the Year 2024 awards are set to honor individuals in seven categories: entertainment, sports, rising sports star, youth icon, business, climate warrior, and social change. Each category includes five nominees whose work in the past year has made a significant impact, reaching new heights and inspiring generations to come.

    In the sports category, nominees include India’s Olympic medalists Manu Bhaker, Swapnil Kusale, PR Sreejesh and cricketers Jasprit Bumrah and Smriti Mandhana. 

    The rising sports stars category has Aman Sehrawat, D Gukesh, Abhishek Sharma, Smriti Mehra, Shafali Verma and Sarabjot Singh as the nominees.

    The star-studded nominees in the entertainment category include Shraddha Kapoor, Vijay Sethupathi, Pankaj Tripathi, Fahadh Faasil, and the Laapata Ladies team. 

    The youth Icon category features Vicky Kaushal, Janhvi Kapoor, Nikhil Kamath, Nancy Tyagi and Jaya Kishori.

     Zomato CEO Deepinder Goyal, Ola CEO Bhavish Aggarwal, Bajaj Auto MD Rajiv Bajaj, Team HAL and Apollo Hospitals JMD Dr Sangita Reddy are nominated in the business category.

    In the climate warrior category, UNICEF India’s youth advocate Vinisha Umashankar, climate change activist Hina Saifi, sustainability activist Soumya Ranjan Biswal, environmentalist Chami Murmu and entrepreneur Kriti Tula are nominated.

     The social change category includes nominees such as Women in Cinema Collective, social activists Tatwashil Kamble & Ashok Tangade, singer and philanthropist Palak Muchhal, and change makers Adhik Kadam and Laljibhai Prajapati. 

    The jury for this edition comprises environmental activist Afroze Shah, former solicitor general of India Harish Salve and former judge of the supreme court of India Indu Malhotra. 

     Network18 CEO Smriti Mehra – English & Business News said:  “CNN-News18 Indian of the Year is a marquee recognition that resonates deeply with audiences across the country. Its immense popularity stems from a legacy of celebrating excellence, making it a trusted platform that not only inspires viewers but also delivers unmatched value to brands that associate with it.”

    CNN-News18  managing editor Zakka Jacob added:  “Built on the success of its past blockbuster editions, Indian of the Year has cemented its place as India’s premier recognition platform. With a history of honouring icons who define the nation’s spirit, this edition promises to elevate the legacy, showcasing stories that continue to inspire and unite.”

    The selection process will be a mix of both jury and public voting; with 50 per cent of the decision-making power given to the audience, and the remaining 50 per cent  is entrusted to the jury, striking a balance between collective choice of the masses and the discerning eye of experts. 

    RP-Sanjiv Goenka group is the presenting partner and Reliance Industries is the associate partner for this edition of CNN-News18 Indian of the Year.

    The voting process and jury round will culminate in a spectacular grand finale where the winners will be revealed and honoured.

    To vote for your favourite nominee, please visit www.indianoftheyear.com

  • Cheil India launches “India Cheers Neeraj” campaign for Samsung

    Cheil India launches “India Cheers Neeraj” campaign for Samsung

    Mumbai: Cheil India has unveiled a new campaign for Samsung, celebrating the extraordinary grit, determination, and spirit of their Galaxy Z Fold series ambassador and super-user, Neeraj Chopra. The campaign, titled “India Cheers Neeraj,” is a powerful blend of breath-taking visuals, sounds, and emotions that depict how an entire nation is rallying behind Neeraj as he gets ready for the Olympic Games.

    The centerpiece of the campaign is a visually stunning 120-second film that brings together a powerful portrait of an Olympian toiling hard, practicing a killer routine, while an artful blend of pan-India imagery shows how ‘his people’ are with him in spirit all the time. Weaving together scenes across the country’s diverse people and landscape—from the Gen Z kids of a metro to serene rural landscapes of Punjab, from the artistic beauty of Kashmir to the rich dance forms of Southern India—the film captures not just the aspirations that Indians have for their hero but also his relentless pursuit to defy all odds and put India at the top again.

    The film’s greatest triumph is in its rootedness and portraying Neeraj Chopra for what he is, “the common man’s hero”. We see farmers in their fields at dawn, dreamy-eyed children commuting in the rain in metropolitan cities, an eclectic mix of dancers and musicians in the hills, athletes and bikers on the streets, young professionals in gleaming offices—everyone, from all walks of life, gesturing a javelin throw to show support for a humble and loving sporting legend with an indomitable spirit.

    “Samsung believes in empowering individuals to push beyond their limits and achieve greatness. We are putting our might behind Neeraj Chopra, who embodies excellence and limitless possibilities—values that are deeply respected at Samsung. With the ‘India Cheers for Neeraj’ campaign, we aim to harness the collective energy of the nation and ‘Unfold the Best’ in India’s quest for gold in the Paris Olympic games. We aim to invite all Indians to join us in cheering for Neeraj,” said Samsung India’s vice president, MX business Aditya Babbar.

    Cheil India CCO Vikas Chemjong marvelled at the original cinematic quality of the piece. “In the wake of a recently won Cricket World Cup, we wanted to bring out the emotion of ‘an entire nation holding its breath once more’. But this time it’s for one athlete who has already done the impossible by winning gold at the last Olympics” he said. “The film’s fleeting montage style is the unifying thread that connects every Indian to this beacon of national pride.”

    Vikash was highly appreciative of the film craft, quoting, “In his unique style, director Akash Bhatia has emphasized on Neeraj’s state of mind, where the training grounds in Europe and foggy pathways of the Indian hinterland intertwine, blending both the imagery and music in a perfect symphony. It encapsulates what the Olympian is feeling during practise – a billion hands are behind his one golden throw.”

    “Complemented by a music track, created by Jamroom, that mixes traditional Indian instruments and digital soundscapes, the film is bound to create an emotional stir in the viewers,” he added.

    The campaign was first revealed with the hashtag #IndiaCheersNeeraj at the India Unpacked event for Galaxy Z Fold 6 and Flip 6 launch. It is currently being rolled out across digital platforms, cinemas and print media. Samsung has launched a microsite https://www.samsung.com/in/neeraj where fans and followers of Neeraj Chopra can cheer for him. As the Paris Olympics events has been inaugurated, the brand is calling in for more support from the nation to inspire Neeraj.

    So far the campaign has generated a significant buzz on social media, with the hashtag #IndiaCheersNeeraj having amassed over 343,000 conversations. From tech reviewers to renowned influencers, all have shared their support, amplifying its reach and impact. More celebrities and sporting legends are also joining in the movement, showing their unwavering support for India’s Olympics team.

  • India TV brings 24×7 news coverage stream of Paris Olympics 2024 on CTV

    India TV brings 24×7 news coverage stream of Paris Olympics 2024 on CTV

    Mumbai: India TV, a leading Indian news broadcaster, announces the launch of an exclusive 24×7 news stream for the Paris 2024 Olympics for the CTV audience. With this initiative, India TV once again proves its commitment to delivering CTV-first content. And with this India TV provides firsthand coverage of the Olympic Games, following its comprehensive coverage of the ICC Men’s Cricket World Cup 2023 through its connected TV platforms.

    This dedicated Olympics 24×7 stream service will deliver nonstop coverage of the 2024 Olympics, from on-ground coverage from Paris, real-time updates, exclusive interviews with athletes and coaches, athlete’s life stories, behind-the-scenes insights, and highlighted moments.

    India TV managing director  Ritu Dhawan said, “With our vision of CTV growth, we understand the requirements of demanding audience. Along the same lines, we also understand the importance of the Olympics and its growing popularity among viewers. With this CTV first Olympics stream, we aim to bring the Olympics closer to viewers, allowing them to witness every triumph, every remarkable feat, and every moment of glory as it happens”.

    India’s participation in the 2024 Paris Olympics is eagerly anticipated, with hopes for strong performances from athletes like Neeraj Chopra in javelin, PV Sindhu in badminton, and Mirabai Chanu in weightlifting. India aims for its best-ever performance with 117 participants, showcasing its growing prowess on the global sporting stage. The launch of “India House” at the Paris 2024 Olympics will celebrate India’s talent and progress in the Olympic movement. It will serve as a platform to highlight India’s cultural and sporting achievements and support young athletes.

  • JSW launches campaign celebrating Indian athletes

    JSW launches campaign celebrating Indian athletes

    Mumbai: 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, 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.

    Conceptualised 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, JSW Sports founder Parth Jindal 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, Ogilvy chief creative officer Sukesh Nayak 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.