Viacom18, the official broadcast and digital partner for Paris 2024, has launched a campaign film ‘Dum Laga Ke… Haisha’ (Let’s exert our collective effort) in the lead-up to the Olympic Games.

The campaign builds on how Olympian athletes exert their strong willpower to strive to go beyond ordinary prowess to achieve the extraordinary. The film depicts how the actions of the sportspersons on the Olympic stage has the power to impact people’s daily lives, by interweaving it with relatable everyday moments.

What we think of it: The film departs from the traditional advertising template used in past global sports events, which typically features sombre-looking athletes training with motivational voiceovers. Instead, it adopts a fresh approach, weaving together the grand scale of the Olympics alongside its influence on day-to-day lives in India.

Shagun Seda, head of brand and creative marketing, JioCinema, said, “We wanted to keep the campaign idea rooted in the transformative power of viewing sports.  The film is our ode to the Olympic spirit and imagines a world where watching the Olympics vicariously, inspires us to push ourselves like runners, boxers, gymnasts, archers and weightlifters in our quotidian lives. We married this idea with a re-imagination of the timeless chant ‘Dum Laga Ke Haisha! that’s deeply ingrained in the Indian spirit of movement and sports, into multiple regional languages to ignite excitement for the Olympics across the country.”

She added, “To bring our concept to life, we partnered with Jugaad Motion Pictures who brought in a fresh approach and elevated the concept to a rich audio-visual experience.”

The network also announced a lined-up of former champions across multiple sporting disciplines to amplify a comprehensive Olympics presentation, starting 26 July across the Sports18 Network and for free on JioCinema, which allows viewers to catch all the action from the Indian contingent as it unfolds on-ground at the Olympic Games on their preferred device. 

Additionally, a women athletes feed will exclusively capture the journey of women Olympians for the entire edition, it stated.
 
Siddharth Sharma, Viacom18 – sports head of content, said, “Our presentation of Paris 2024 is built on the idea of putting viewers front and centre as our athletes aim for glory. For the first time in India, an Olympics presentation will have a dedicated Indian feed, a women athletes feed, and a global action feed, giving fans high autonomy with a lean-in experience as they follow the Games. We strive to capture the inspiring journeys of Indian athletes and rally the country to back our heroes through our never-seen-before Olympic experience.”