Ola has launched #RoadToGold, a nationwide crowdfunding campaign to develop grassroots sporting talent. Ola has partnered with JSW Sports’ Institute in Bellary, Karnataka, to play an active role in the training and coaching of young athletes at the facility.
Ola and JSW sports share a common vision to identify and nurture the latent sporting talent in grassroots India. The campaign intends to support India’s collective dream to increase the chances of winning gold medals at major global sporting events. To kick start this campaign, Ola has enabled its customers to contribute a sum of Re 1 per ride across the 110+ cities it operates in.
By combining the widespread reach of Ola’s platform and JSW Sports’ expertise in developing sporting talent over the years, #RoadToGold is poised to catapult India’s medal-winning performances and increase the nation’s image as a champion performer. The campaign will also be bolstered by an awareness drive spearheaded by superstar Akshay Kumar, and the cast of the movie ‘Gold’.
The collected funds will be used to identify promising talent from India’s heartlands and mould them into champion sportspeople through state-of-the-art infrastructure, professional training from international coaches, complemented by extensive sports science facilities and a structured academic program. These future sporting stars will also benefit from support and guidance from Indian sporting legends such as Sourav Ganguly, Mahesh Bhupathi, Abhinav Bindra and Yogeshwar Dutt, among others.
Pallav Singh, Senior Vice-President, Ola, said, “We are proud to introduce #RoadToGold, a nationwide initiative towards supporting exceptional sporting talent in the country. The right encouragement complements sports professionals’ immense talent to win accolades at a global stage and together with a small contribution of Re 1, we can strengthen India’s chances of winning gold medals globally.” He added, “We are glad to partner with JSW Sports and Excel entertainment, which has been staunch supporters of sports in India through infrastructure and entertainment. Together, we share the dream to identify high-calibre talent and turn them into medal winning performers.”
Mustafa Ghouse, CEO, JSW Sports, said, “At JSW Sports, we have supported talented Indian sportspersons over the past few years and have seen the kind of impact that proper training and facilities can have on performances. Through our institute, we are attempting to take this initiative even wider by providing young talent across India access to world-class infrastructure and sports science to help them realise their potential. We are proud to partner with a company like Ola to foster sporting talent and spearhead a generation of exceptional sportspersons.”
Ritesh Sidhwani, Producer, Excel Entertainment, said, “The initiative to enable India's gold medal dream worked seamlessly with our film's message of Free India's first Olympic Gold. It's great to see all of us coming together to sow the seed for India's glorious future in sports.”
This initiative is in continuation to the company’s commitment to be a socially responsible brand. The ‘My Ride. My Cause’ initiative taken up recently along with Tata Trusts to improve cancer care in the country was also well received.