'Is baar maidan Rio ka hai', says JSW in #RuknaNahiHai ad

Produced by Absolute Productions, the two-minute long ad film showcases the journey of 12 athletes who have qualified for the Rio Olympics after having trained under JSW's Sports Excellence Program (SEP) and will represent the 119-strong Indian contingent at the Rio Olympics 2016.

It's often said that if you aspire to excel, you shall succeed. In pursuit of such excellence, the 119-strong Indian contingent is all set to put its best foot forward at one of the biggest international sporting events in the world, the Rio Olympics 2016, beginning on August 5 in Rio de Janeiro, Brazil.

To further the cause, JSW Sports, the sports division of the JSW Group, a leading business conglomerate, took 40 Indian athletes under its wings to train them under the JSW Sports Excellence Program (SEP) spread across six disciplines - boxing, wrestling, tennis, track and field, swimming, and football. The athletes were provided access to top-of-the-line athletic apparel, nutritional supplements, dedicated physiotherapists, and sports scientists. Additionally, guidance was also provided on comprehensive injury prevention techniques; regular consultation with renowned medical experts also formed a part of the programme. Of the 40 who were trained, 12 of them qualified for the Rio Olympics 2016.

Commemorating the same, the company rolled out its brand campaign titled 'Rukna Nahi Hai'. The two-minute long digital ad film has been directed by Vasan Bala and produced by Prafull Sharma of Absolute Communications, a Mumbai-based production house.

The film takes us through the journey, challenges, and opportunities encountered by each of the 12 athletes - Avtar Singh (Judo), Babita Kumari (Wrestling), Hardeep Singh (Wrestling), Lalita Babar (Steeplechase Running), Narsingh Yadav (Wrestling), O P Jaisha (Marathon), Sakshi Malik (Wrestling), Sandeep Tomar (Wrestling), Seema Punia (Discus Throw), Sudha Singh (Steeplechase Running), Vikas Krishan Yadav (Boxing), and Vinesh Phogat (Wrestling).

The film aims to convey the message that even the toughest obstacles in their path could not deter the athletes from achieving their goals, which is also in line with the brand's philosophy of having overcome difficulties and being the best in its sector even amidst challenges.

Commenting on the campaign, Parth Jindal, director, JSW Sports, says, "It is 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. The Sports Excellence Program has put in a lot of effort to empower our athletes to consistently challenge the best athletes in the world. The 12 Olympic-bound athletes are an affirmation of the success and positivity that our programme has brought in."

Mustafa Ghouse, CEO, JSW Sports, expects the 12 athletes to put in a strong show at the Games which begin on August 5. "Over the last year, our athletes have excelled in a 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 to peak at the right moment and bring glory to the nation," says Ghouse.

Karan Kulkarni is the music director. The sound recording has been done at the sound studio Pluginn, and Usha Jadhav has lent her voice to the voiceover. Apart from digital media, the film will also be leveraged through on-ground promotions and cinema advertising.