JSW Group kicks off ad campaign for Paris Olympics

JSW Group has relaunched its 'Rukna Nahi Hai' campaign, focusing on athletes' mindsets who will represent India at the upcoming Paris 2024 Olympic Games.

The campaign, which was flagged off by Neeraj Chopra, features a digital version and a shorter TV commercial for popular channels before and during the Olympics.

The film explores athletes' preparation and the emotional aftermath of failing at the Games, emphasising the importance of remaining unfazed by either outcome and quickly returning to practice for the next challenge.


In addition to the film, the campaign will be amplified through a comprehensive 360-degree media plan, leveraging TV, Digital, OTT, Digital innovations, OOH, on-ground activations, and print.

Conceptualised by Ogilvy and directed by Shashanka Chaturvedi from Good Morning Films, it features a mix of well-known and emerging athletes from various Olympic disciplines, including Neeraj Chopra, Nishant Dev, Preeti Pawar, Manu Bhaker, Manika Batra, and Muhammed Anas, among others. Celebrity film star Ajay Devgn has lent his voice to the film.

The campaign also celebrates JSW's association with the Indian Olympic Association for the Paris Olympics 2024.

Sharing his views on the campaign, and the film, Parth Jindal, Founder, JSW Sports, said, “Rukna Nahi Hai as a JSW Group campaign, has now entered its third Olympic Games, and 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. I am certain this film will inspire the contingent in Paris, and every single Indian who will be backing the athletes throughout the journey of the Games.”

Speaking at the launch of the TVC, Sukesh Nayak, Chief Creative Officer at Ogilvy, said, “The concept of #RuknaNahiHai is compelling and inspiring. We are proud to be a part of this journey with JSW and our athletes from day one. This campaign brings alive the true essence of rukna nahi hai, by portraying the mindset of our athletes. For whom victory and setbacks are chapters and not the end of story. It honors their relentless pursuit which makes our country shine bright.”

JSW Inspire, launched by JSW Group in 2022, is an athleisure brand that sponsored Team India at the 2022 Commonwealth Games and 2023 Asian Games. The brand aims to provide top-quality, Indian-made activewear for both professional and aspiring athletes, matching global standards. The Official Team India Kit for the Olympic Games Paris 2024 is designed by Aaquib Wani, who also designed the Indian Cricket Team jerseys.