The campaign #RuknaNahiHai, directed by Vasan Bala, highlights the journey of an athlete and carries the promise – never stop. Twelve of JSW’s athletes will represent India at the Rio Olympics this year
BestMediaInfo Bureau | Mumbai | August 4, 2016
Over the last couple of years, the JSW Group has upped its efforts in the pursuit of sporting glory. The JSW Sports Excellence Programme (SEP), the flagship endeavour of JSW Sports, supports 40 of India's elite athletes. Spread over six disciplines, it is one of the most comprehensive programmes in India. The 40 athletes are provided access to top-of-the-line athletic apparel, nutritional supplements, dedicated physiotherapists and sports scientists. Comprehensive injury prevention techniques and regular consultation with renowned medical experts are part of the programme.
In a proud moment for the initiative, 12 of its athletes will represent India at the 2016 Rio Olympics 2016. Over the years, SEP athletes have bagged medals at the Commonwealth and Asian Games as well as the World and Asian Championships.
Parth Jindal, Director, JSW Sports, said it was an extremely proud moment for the JSW Group that 12 of its athletes will aim to bring glory to the nation at the Rio Olympics 2016. Jindal added, “The Sports Excellence Programme has put in a lot of effort to empower our athletes to consistently challenge the best athletes in the world. These 12 Olympic-bound athletes are an affirmation of the success and positivity that our programme has brought in.”
Mustafa Ghouse, CEO, JSW Sports, said, “I expected the 12 athletes to put in a strong showing at the Games that begins on August 5. Over the last year, our athletes have excelled in a very consistent fashion on the international stage. We are confident that with the exhaustive training and conditioning programmes that we have in place for each athlete, they have been given the best chance of peaking at the right moment and bring glory to the nation.”
As a tribute to the sporting spirit of all Indian athletes, JSW Group has created a new brand campaign ‘Rukna Nahi Hai.’ The two-minute campaign #RuknaNahiHai (Never stop) documents the journey of an Indian athlete. It shows how an athlete grows as she never stops running between her school and home, nearby village, the nearby station and doesn’t want to stop running.
Slowly she realises that there are others like her, there are so many more games, the fields may be different but the turf is the same, but the challenge remains the same – never stop. The narrator continues, this time the field is in Rio, the turf is new and the competition is tough. But we are also an army of over 100, and each one has made the same promise – never stop. The campaign ends with a narration that the JSW Group is associated with 12 such stories, and it has made the same promise to itself – never stop.
Vasan Bala, who directed the film, said, “It’s great to have been given the opportunity to document the journey of an Indian athlete who would have often covered several tiring miles to reach the world’s most prestigious sporting platform. This film is both a tribute and a testament to the power of never giving up.”
The 12 Rio-bound athletes are; OP Jaisha (women's marathon), Sudha Singh, Lalita Babar (both 3000m steeplechase), Sandeep Tomar (men's freestyle wrestling), Hardeep Singh (Greco-Roman wrestling), Vinesh Phogat (women's freestyle wrestling), Babita Kumari (women's freestyle wrestling), Sakshi Malik (women's freestyle wrestling), Vikas Krishan Yadav (men's boxing), Avtar Singh (men's judo), Seema Punia (women's discus throw), and Narsingh Pancham Yadav (men's freestyle wrestling).
The film has been produced by Mumbai-based production house Absolute Productions and directed by Vasan Bala, who is known to narrate poignant human stories through the film medium.
Director: Vasan Bala
Production house: Absolute Productions
Producer: Prafull Sharma
DOP: Gavemic U Ary
Art Director: Ashiwini Shrivastav
Second Unit Director: Malavanda Ganesh Bopanna
Second Unit DOP: Arul Vincent