JWT India has conceptualised a special campaign for the London Olympics 2012. Not designed for any specific brand, the campaign is to commemorate the hard work and determination exhibited by Indian participants in their preparation for the Olympics. Titled Olympics 2012 - Cheer for India, the film is a tribute to the Indian athletes and aims to capture the blood, sweat and tears that they put into their work. The film motivates people to appreciate and cheer the efforts of these athletes who represent the country and bring honour to it.
Sharing insights into the campaign, Sachin Das Burma - Vice President and Senior Creative Director, JWT Delhi, said, “People in our agency were working on a couple of campaigns for some of our clients on the theme of Olympics. I thought let me also give it a thought. When I started working, I was very clear that I didn't want to write a commercial. I wanted to write something that reflects the truth and celebrates the passion and hunger of our athletes.”
Elaborating on the line of thought that the campaign has portrayed, he said, “Before the start of the Games, I read a lot of articles in newspapers about how a lot of our athletes train on their own; without sponsors, without proper training facilities and coaches. But what amazed me is how these guys were not affected by the lack of all these facilities. They were really focused and passionate. All they wanted to do is represent our country and win a medal. These facts inspired me. And also the fact about how most of the people in our country are completely oblivious to these efforts, sparked this line of thought.”
Being a pro-active effort, there wasn’t any deadline for the campaign, the only thing in mind was to launch it before the Olympics 2012 commenced, added Burma.
The campaign has been received well on Facebook and YouTube. Within a week the film has got more than 35,000 views and the numbers are increasing.
Thanking key people behind the campaign, Burma said, “I would like to thank Sumati Singh of JWT for encouraging me to go ahead and bring this campaign out, and Arun Gopalan, director of the film, who’s also a good friend. I doubt if the film would have been possible without him.”
Production house - Rana and Zina, Storytellers India
Director of photography - Kavin Jagtiani
Background Score - Dhruv Ghanekar
Editor - Yusuf
Editor - Yusuf