Campaign India Team
Aug 03, 2016

JSW captures Rio contingent’s resolve, says #RuknaNahinHai

Watch the film conceptualised in-house here

JSW has rolled out a film ahead of the Rio Olympics cheering the Indian contingent, 12 of whom are supported by the corporate’s Sports Excellence Programme.
The film adopts the theme Rukna Nahin Hai (Never Stop), building on the brand’s ‘Will of steel’ platform from yesteryears.
The film opens with a young girl in the hills narrating her story. She ran each time she got angry, she says. When her sister admonished her for the same, she reveals that she ran again. The camera captures the young girl running in the countryside. As she ran, she realised that she did not want to stop. She made a promise to herself then – that she would never stop. She ran races in school, and gets trained by her sister to run – from home to school, from one village to another, one railway station to another, and beyond. The girl grows up and continues to train. As she went past her village, she realised, there were others who shared a similar passion. The fields were different, lands were different, chosen games were many, but the ‘Never stop’ resolve did not change, she explains. 
Visuals of people training to take part in different Olympic sports take over, as the narrator says that now the turf is in Rio, and full of challenges. But, she adds, she and her team are over a 100-strong too, with a single resolve – to never stop. The films ends revealing JSW’s association with the 12 athletes headed to Rio, and the resolve it shares with them: #RuknaNahinHai
Parth Jindal, director, JSW Sports, said, "The Sports Excellence Programme has put in a lot of effort to empower our athletes to consistently challenge the best athletes in the world. These 12 Olympic-bound athletes are an affirmation of the success and positivity that our programme has brought in."
Mustafa Ghouse, CEO JSW Sports, added, "Over the last year, our athletes have excelled in very consistent fashion on the international stage. We are confident that with the exhaustive training and conditioning programs that we have in place for each athlete, they have been given the best chance of peaking at the right moment and bring glory to the nation."
The film went live on the brand's YouTube page on 1 August 2016.
Client: JSW
Conceptualised: In-house
Production house: Absolute Productions
Director (film): Vasan Bala
Producer: Prafull Sharma
DOP: Gavemic U Ary
Art director: Ashiwini Shrivastav
Second unit director: Malavanda Ganesh Bopanna
Second unit DOP: Arul Vincent
Associate producer: Sadhya Vyas
Chief AD: Padmini Nandakumar
DA: Abhay Dutt Sharma
2nd ADs: Ayush Saini , Nikhil Sriram , ‘;Mayank Sawhney, Karan Rathore
Costume stylist: Nivedita Das
Casting by: Vivek John
Casting asst. Rahul Dani & Rhea Talwar
Casting (Delhi): Pankaj Sharma
Casting (Punjab): Ayush Saini and Gabbar Sangrur
Production manager: Anup Khurana and Dhirendra Singh  
Line producer (Punjab and Delhi): Kaushik Guha, Moon Rise Production
Line producer (Maharashtra): Ranveer Rajput, Sanskriti Productions
Line producer (Bangalore): M.G Satya, Native Images
Steadicam team: B.K Sivam, Arif and Ishaaq
Key grip: Kaltin Arlappa, Zoo Grips
1st AC and focus puller: K.Chandra Bhanu
Gaffer: Alexander V.J
Second unit focus puller: Amin Ansari
Rain machine operator: Raja Jaiswal, Durga Equipment
Post producer: Jigar Joshi
Post asst: Vinod Bhatiya
Offline editor: Prerna Saigal
Online editor: Sunil Pathak
Colorist: Michele Ricossa (Prime Focus)
Music director: Karan Kulkarni
Sound engineer: Neville Dubash
Sound studio: Pluginn
VO artist: Usha Jadhav
Account manager: Hitesh Bhatiya
Campaign India

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