JSW Group Reignites 'Rukna Nahi Hai' Campaign Featuring Neeraj Chopra For Paris Olympics 2024

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JSW Group has reignited its successful campaign, Rukna Nahi Hai, with a new film ahead of the Paris Olympics 2024. The film delves into the mindset of Indian athletes preparing for the global event.

Launched by Olympic champion Neeraj Chopra, the campaign features both a longer digital version and a shorter TV commercial. The campaign also features several other Indian athletes, who are headed to Paris.

The film, conceptualized by Ogilvy and directed by Shashanka Chaturvedi from Good Morning Films, showcases well-known and emerging athletes like Neeraj Chopra, Nishant Dev, Preeti Pawar, Manu Bhaker, Manika Batra, and Muhammed Anas.

It also features the voice of celebrity Ajay Devgn. The narrative highlights the athletes' preparation and emotional resilience in facing public perception—celebration if they win or criticism if they lose.

JSW's Commitment to Indian Athletes

JSW has been a pioneer in supporting the Olympic movement in India over the past decade. Their campaigns have always been compelling, and this one is no different.

The film emphasizes that athletes should remain unfazed by outcomes and continue their relentless pursuit of excellence. Parth Jindal, Founder of JSW Sports, expressed that Rukna Nahi Hai has evolved from a slogan to an emotion that Team India will carry to Paris.

"Rukna Nahi Hai as a JSW Group campaign has now entered its third Olympic Games," said Parth Jindal. "It has grown from being a slogan to now being an emotion, a belief that Team India and all of us will take to Paris. The film captures the essence of the athletes' relentless pursuit perfectly. For us, they are already champions."

Comprehensive Media Campaign

The campaign will be amplified through a comprehensive 360-degree media plan. This includes TV, Digital platforms, OTT services, Digital innovations, OOH (Out-Of-Home) advertising, on-ground activations, and print media.

Sukesh Nayak, Chief Creative Officer at Ogilvy, shared his thoughts on the TVC launch: "The concept of #RuknaNahiHai is compelling and inspiring. We are proud to be part of this journey with JSW and our athletes from day one."

JSW Inspire is another initiative launched by JSW Group in 2022. This athleisure brand sponsored Team India at the 2022 Commonwealth Games and 2023 Asian Games. It aims to provide top-quality activewear for professional and aspiring athletes alike. The Official Team India Kit for the Paris Olympics 2024 is designed by Aaquib Wani.

Support for Indian Athletes

Fans can purchase the Official India kit and fanwear on www.jswinspire.com. This initiative not only supports athletes but also allows fans to show their support for Team India during the Olympics.

Sukesh Nayak added: "This campaign brings alive the true essence of rukna nahi hai by portraying our athletes' mindset. For them, victory and setbacks are chapters—not the end of their story." The campaign celebrates JSW's association with the Indian Olympic Association for Paris 2024.

The film underscores unwavering determination among athletes despite public perception or outcomes at events like the Olympics. It serves as an inspiration not just for those competing but also for every Indian supporting them throughout their journey in Paris.