News Desk, News Nation 360 : JSW Group has rekindled its long-running and wildly successful campaign, Rukna Nahi Hai, in anticipation of the Paris 2024 Olympic Games. The new film explores the athletes' mindsets as they prepare to represent India on the world's largest sporting stage in less than two weeks. It was conceptualised by Ogilvy and directed by Shashanka Chaturvedi from Good Morning Films. Athletes from a variety of Olympic sports, including Neeraj Chopra, Nishant Dev, Preeti Pawar, Manu Bhaker, Manika Batra, and Muhammad Anas, are among the well-known and up-and-coming athletes featured. Ajay Devgn, a well-known actor, provided his voice for the
movie. In addition, the campaign highlights JSW's partnership with the Indian Olympic Association for the 2024 Summer Olympics in Paris. JSW, who spearheaded the Olympic movement in India a decade ago, has a history of producing engaging campaigns leading up to the Games, and their build-up to Paris has been no exception. The movie examines the athletes' preparation as well as the psychological fallout from losing at the Olympics. It depicts how the general public feels about an athlete's performance—celebration and fame in the event of a win, or humiliation and criticism in the event of a loss. In the process, it highlights that athletes should not let any result deter them
from promptly going back to practice and getting ready for their next challenge. Sharing his views on the campaign, and the film, Parth Jindal, Founder of JSW Sports, stated that as the JSW Group campaign Rukna Nahi Hai enters its third Olympic Games, it has evolved from a slogan to an emotion that represents the belief that Team India and all of them will carry to Paris. The movie does a fantastic job of capturing the spirit of the competitors' unwavering pursuit. They are already champions in their eyes. This movie will undoubtedly motivate the Indian delegation in Paris and all of the supporters of the athletes throughout the Games.
Pic - Courtesy
