'Dum Laga Ke... Haisha' Campaign Launched For Paris Olympics 2024

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Viacom18, the official broadcast and digital partner for Paris Olympics 2024, has announced an unprecedented Olympics presentation in India starting on July 26, 2024. They also launched their campaign film 'Dum Laga Ke… Haisha promising a unique Olympic experience.

In preparation for the upcoming Olympics, Viacom18 introduced "Dum Laga Ke…Haisha!", a campaign film that breaks away from traditional advertising. Unlike past global sporting event ads featuring serious athletes and motivational voiceovers, this film connects the grandeur of the Olympics with everyday Indian life.

Immersive Coverage Across Multiple Feeds

For the first time in India, Olympics coverage will be available across 20 concurrent feeds on JioCinema for free. Fans can watch their favourite events and Indian performances anytime, anywhere on their preferred devices. The presentation includes 17 sports-specific feeds and three curated feeds, all in 4K resolution.

The curated feeds will feature an India feed in English, Hindi, Tamil, and Telugu. This allows viewers to follow all the action from the Indian contingent as it happens. Additionally, there will be a Women Athletes feed exclusively capturing the journey of women Olympians throughout the event.

A Fresh Approach to Campaigning

"We wanted to keep the campaign idea rooted in the transformative power of viewing sports," said Shagun Seda, JioCinema's Head of Brand and Creative Marketing. "The film is our ode to the Olympic spirit and imagines a world where watching the Olympics vicariously inspires us to push ourselves like runners, boxers, gymnasts, archers, and weightlifters in our daily lives."

Seda added that they reimagined the timeless chant 'Dum Laga Ke Haisha!’ into multiple regional languages to ignite excitement for the Olympics across India. To bring this concept to life, they partnered with Jugaad Motion Pictures for a rich audio-visual experience.

Exclusive Features for Indian Viewers

The immersive coverage begins with a dedicated camera feed on the India float during the Opening Ceremony. This gives viewers a close-up view of the Indian contingent. Additionally, live interviews with family members of Indian medal winners alongside domain experts from the studio will enhance viewer engagement.

"Our presentation of Paris 2024 is built on putting viewers front and centre as our athletes aim for glory," said Siddharth Sharma, Viacom18 – Sports Head of Content. "For the first time in India, an Olympics presentation will have dedicated Indian feeds, women athletes' feeds, and global action feeds."

Sharma emphasised their goal to capture inspiring journeys of Indian athletes and rally support from across the country through this unique Olympic experience. This comprehensive approach ensures that fans have high autonomy with a lean-in experience as they follow every moment of Paris 2024.