SonyLIV, the OTT app from Sony Pictures Networks, has rolled out a film to laud the Indian participants at the recently concluded Rio Olympics. The film has been conceptualised by Publicis Worldwide.
The film features a female athlete who has returned from the Olympics. It's 5:30 am, and she's getting ready to run. She opens the door, to a newspaper with the front page headline, 'Poor show at Rio'. The voice over says, "Woh haare nahin hai. Kyunki agar unhe haarna hota, toh woh bahut pehle haar jate" (They haven't lost. If they had to to lose, they would have a long time ago). The narrator goes on to say that if the athletes had to lose, they would have when no one had heard of the place they were born in, or no one respected the sport they had chosen.They would have given up with the lack of training facilities, dearth of sponsors and inadequate monetary incentives. They would have lost if they had given up, having to play at empty stadia, says the narrator, or listening to a voice from within concerned about how their household will run. He adds as the athlete continues on the road, that they fought against all these factors, and have emerged victorious. It ends with the supers 'SonyLIV salutes the efforts of the Indian contingent at Rio' and invites viewers to 'Tweet your salute #WohHaareNahin'.
The film went Live on SoyLIV's digital platforms on 23 August 2016.
