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.
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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.
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