JSW has rolled out a campaign titled 'Rukna Nahi Hai', as a tribute to the Indian contingent that lost no hope even when the Tokyo Olympics were postponed last year. Conceptualised by Ogilvy, the film highlights how the contingent trained even harder, despite the challenges brought by the lockdown.
The film features the real contestants who had to extend their training by another 365 days and make-do with places they’ve never trained in before. Despite the restrictions, the Olympians continued to work hard at their sport, to get better results at the games this year.
Parth Jindal, managing director, JSW Cements and JSW Paints, said, “We at the JSW Group have always been committed to the cause of elevating India’s performance on the biggest sporting stage of them all – the Olympic Games. We’ve played our part through the last five years in being there for our athletes at every stage in the build-up to the Games. We’ve opened the doors of the Inspire Institute of Sport (IIS) which is our high-performance training centre in Bellary, to all Tokyo-bound athletes, irrespective of whether they are supported by the JSW Group or not. Our campaign, Rukna Nahi Hai is both, an ode to their undying spirit and a final push of encouragement as they will now step in rings, on mats, in arenas and do all they can to make everyone take notice of the Indian flag and anthem in Tokyo.”
Sukesh Nayak, chief creative officer, Ogilvy India, said, “For these athletes the games are their karmabhoomi and them getting cancelled last year was a jolt they hadn’t expected. But it’s not about what happened last year, but about what they did after the events got cancelled. The creative idea explores this undying spirit of our athletes. To never give up and never feel down when it comes to any situation, because behind every dark cloud lies a silver lining of an opportunity waiting to be explored. 365 days extra wali training is that silver lining.”
The campaign will be released on other media, leading up to the start of the games and beyond.