SonyLIV has rolled out a new campaign to laud the efforts of the Indian Rio Olympics contingent.
The campaign highlights how Indian athletes had to overcome several odds in order to win a place at the Games, and is a fitting tribute to the effort of the country’s Rio Olympics contingent.
Titled #WohHaareNahin, the short 90-second AV opens with a clock showing 05:30 AM. Glimpses of tickets, a passport and an Olympics pass are shown in subsequent shots. An athlete, presumably recently-returned from the Olympics, can be seen getting dressed in her India practice kit. A contemplative musical arrangement can be heard in the background, as the narrator explains why winning a medal should not be assumed to be the only criterion for victory. The video goes on to subtly explain how Indian athletes had to overcome hardships such as injuries, criticism, apathy towards their chosen sport, a distinct lack of training facilities, and a dearth of sponsors and adequate monetary recompense to earn the privilege of representing their country at the grandest sporting arena, the Olympic Games. It ends with a shot of the athlete jogging away into the distance, refusing to give into disappointment and continuing her daily warm-up.
Currently live on SonyLIV’s web and a mobile platforms, the AV encourages viewers to tweet their support to the athletes with the hashtag #WohHaareNahin, appreciating their efforts and their representation of India at the Games.
You can watch the video here: