- With Tokyo Olympics around the corner, JSW launches a new campaign.
- Conceptualised by
Ogilvy Mumbai, the campaign celebrates the undying spirit of the Indian contingent when the Olympics were postponed last year.
The campaign is a tribute to the attitude of the Indian contingent, who, instead of being dejected with the news of the Olympics being postponed, were energized to train even harder. Despite challenging times and being stuck at home, they converted aspects of their homes into training platforms. Indeed, a year’s wait wasn’t idle at all, as they used each of the extra 365 days to train harder in a bid to get better results at the games this year.
This campaign is conceptualized keeping in mind the preparation done in the lockdown of 2020. The actual training undergone by the athletes captures the raw determination of each and every one of them. In execution too, most of the film was shot and put together in these very tough lockdown situations where every athlete’s video was captured on phone and then weaved into the story.
Conceptualized by Ogilvy, this idea will be released on other media all the way up to the start of the games and also beyond. Every person who has worked harder during the lockdown in 2020 will be talking about those extra training days, be it the athlete’s coaches, their parents or the athletes themselves.
Parth Jindal, Managing Director JSW Cements and
Sukesh Nayak, Chief Creative Officer,
Client: JSW Group
Chief Creative Officer, Ogilvy India: Sukesh Nayak
Creative Directors: V Vivek & Prasad Kulkarni
Creative Controller: Akshay Gawde
Senior Copywriter: Srinjayi Sengupta
Account Management team:
Executive Vice President, Ogilvy Mumbai: Harsh Bhatt
Client Services Director: Amritesh Kumar
Account Supervisor: Gunjan Deokar
Production House: Story-Tellers
Director: Arun Gopalan
Producer: Zina Khan