JSW captures Rio contingent’s resolve, says #RuknaNahinHai

 

JSW has rolled out a film ahead of the Rio Olympics cheering the Indian contingent, 12 of whom are supported by the corporate’s Sports Excellence Programme.

 

The film adopts the theme Rukna Nahin Hai (Never Stop), building on the brand’s ‘Will of steel’ platform from yesteryears.

 

The film opens with a young girl in the hills narrating her story. She ran each time she got angry, she says. When her sister admonished her for the same, she reveals that she ran again. The camera captures the young girl running in the countryside. As she ran, she realised that she did not want to stop. She made a promise to herself then – that she would never stop. She ran races in school, and gets trained by her sister to run – from home to school, from one village to another, one railway station to another, and beyond. The girl grows up and continues to train. As she went past her village, she realised, there were others who shared a similar passion. The fields were different, lands were different, chosen games were many, but the ‘Never stop’ resolve did not change, she explains. 

 

Visuals of people training to take part in different Olympic sports take over, as the narrator says that now the turf is in Rio, and full of challenges. But, she adds, she and her team are over a 100-strong too, with a single resolve – to never stop. The films ends revealing JSW’s association with the 12 athletes headed to Rio, and the resolve it shares with them: #RuknaNahinHai. 

 

Parth Jindal, director, JSW Sports, said, "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, added, "Over the last year, our athletes have excelled in very consistent fashion on the international stage. We are confident that with the exhaustive training and conditioning programs 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."

 

The film went live on the brand's YouTube page on 1 August 2016.

 

Credits

 

Client: JSW

Conceptualised: In-house

 

Production house: Absolute Productions

Director (film): Vasan Bala

Producer: Prafull Sharma

DOP: Gavemic U Ary

Art director: Ashiwini Shrivastav

Second unit director: Malavanda Ganesh Bopanna

Second unit DOP: Arul Vincent

 

Associate producer: Sadhya Vyas

Chief AD: Padmini Nandakumar

DA: Abhay Dutt Sharma

2nd ADs: Ayush Saini , Nikhil Sriram , ‘;Mayank Sawhney, Karan Rathore

Costume stylist: Nivedita Das

Casting by: Vivek John

Casting asst. Rahul Dani & Rhea Talwar

Casting (Delhi): Pankaj Sharma

Casting (Punjab): Ayush Saini and Gabbar Sangrur

Production manager: Anup Khurana and Dhirendra Singh  

Line producer (Punjab and Delhi): Kaushik Guha, Moon Rise Production

Line producer (Maharashtra): Ranveer Rajput, Sanskriti Productions

Line producer (Bangalore): M.G Satya, Native Images

Steadicam team: B.K Sivam, Arif and Ishaaq

Key grip: Kaltin Arlappa, Zoo Grips

1st AC and focus puller: K.Chandra Bhanu

Gaffer: Alexander V.J

Second unit focus puller: Amin Ansari

Rain machine operator: Raja Jaiswal, Durga Equipment

 

Post producer: Jigar Joshi

Post asst: Vinod Bhatiya

Offline editor: Prerna Saigal

Online editor: Sunil Pathak

Colorist: Michele Ricossa (Prime Focus)

Music director: Karan Kulkarni

Sound engineer: Neville Dubash

Sound studio: Pluginn

VO artist: Usha Jadhav

Account manager: Hitesh Bhatiya