Top Story

e4m_logo.png

Home >> Advertising >> Article

JSW Group launches new campaign 'Rukna Nahi Hai'

03-August-2016
Font Size   16
Share
JSW Group launches new campaign 'Rukna Nahi Hai'

On the occasion of Olympics which is starting from August 5, JSW Group has launched a new brand campaign titled ‘Rukna Nahi Hai’. As a tribute to the sporting spirit of the Indian athletes, the campaign cheers the Indian contingent who has been chosen to represent the nation at the sporting event.  The two-minute long film talks about the athletes’ journey, challenges, opportunities and their undying spirit of perseverance.

Click here to view the ad:

As part of JSW Sports Excellence Program (SEP), the flagship endeavour of JSW Sports, it supports 40 of India's elite athletes. This time, 12 of their athletes will represent India at the 2016 Rio de Janeiro Summer Olympics.

The campaign is being promoted using mainly the digital medium and various on ground amplifications and Cinema advertising and Strategic outdoors. The film has been produced by Mumbai based production house - Absolute Productions and directed by Vasan Bala.

Trending on Social Media:

The hashtag #RuknaNahiHain was trending on Twitter on Tuesday with fans, including celebrities sharing their love for the video. Below is an excerpt of the conversation:

Previous brand campaign

Last year, the brand launched their campaign titled ‘Will of Steel’ featuring real life sportsperson Geeta Phogat who is the first Indian woman to win a Gold medal in wrestling at the Delhi Commonwealth Games in 2010.

The ad, conceptualised by Ogilvy & Mather, showed how Phogat overcame societal norms, busted several myths, fought severe resistance and wrestled her way to success, all because she had inner strength and the will of steel to achieve her dreams. It saluted her inner strength. The TVC highlighted how Phogat fought against patriarchy and societal pressure and still managed to emerge as the winner because she had the inner strength to do so.

The campaign won several accolades as award shows.

Click here to view the link:

The group released the Little Hearts online-only campaign, #BreakSomeHearts, early this year and is on the path to make many more of its brands available on the digital platform

As Milind Pathak takes over as Managing Director - Southeast Asia, Httpool, we chat with him on his new role, aspirations and his plans to aggressively penetrate the operations of the group in the Southeast Asian market

We speak to Punit Misra, CEO, ZEEL, Domestic Broadcast Business, on Zee TV’s new look, its aim and the shaping up of domestic business

This exercise will take the channel to the next level: Siju Prabhakaran, Cluster Head – South Business, Zee Entertainment Enterprises Limited

As Milind Pathak takes over as Managing Director - Southeast Asia, Httpool, we chat with him on his new role, aspirations and his plans to aggressively penetrate the operations of the group in the Sou...

Though business has picked up, the private FM industry expects festive ad spends to be subdued compared to 2016

Of the 116 upheld ads, the majority belonged to healthcare and education