As Team India competes at the Asian Games 2026 in Aichi-Nagoya, JSW Group has unveiled ‘Tere Sang Bharat’, an anthem celebrating the spirit of Indian athletes and the support they receive from the country.
The campaign builds on JSW Group’s association with Indian sport and its partnership with the Indian Olympic Association (IOA). Through JSW Inspire, the Group is Team India’s Official Sports Performance and Lifestyle Partner for the 2026 season, supporting the Indian contingent across the Glasgow Commonwealth Games and Asian Games. The 503-member Indian contingent at the Asian Games includes athletes and support staff across multiple sporting disciplines.
At the centre of the campaign is ‘Rukna Nahin Hai’, JSW’s expression of the relentless spirit of Indian athletes. The anthem film brings together 22 athletes from 11 sporting disciplines, showcasing different sporting journeys, backgrounds and ambitions in a single narrative of support for Team India.
Parth Jindal, Founder & Director, JSW Sports, said, “Sport has the power to bring an entire nation together. When our athletes’ step onto the field wearing the India jersey, they carry the hopes, aspirations and energy of a billion people with them. ‘Rukna Nahin Hai’ is more than a campaign for us at JSW. It is a belief in the relentless spirit of our athletes. ‘Tere Sang Bharat’ gives that belief a voice, capturing the emotion of a nation standing behind its athletes, every step of the way. Through JSW Inspire, we are proud to stand alongside Team India as they give everything for the country at the Asian Games.”
Sukesh Nayak, Group Chief Creative Officer, Ogilvy India, said, “The idea is simple and deeply human. The moment an athlete wears the India jersey, they carry the hopes, dreams, love and energy of Bharat. A billion people may be watching from afar, but in that moment, the strength of a billion hearts is with them on the field, telling them one thing: Rukna Nahin Hai.”
The campaign also features the JSW Inspire Team India jersey, giving fans an opportunity to connect with Team India’s journey. The jersey reflects the themes of movement, performance and national representation underlying JSW Inspire’s partnership with the IOA.
JSW Group’s association with Indian sport also extends to athlete development, with 51 JSW-backed athletes representing India at the Asian Games. This includes 49 athletes from the Inspire Institute of Sport across 10 disciplines and two athletes from the Sports Excellence Programme.
With ‘Tere Sang Bharat’, JSW Group brings together its athlete-support initiatives and its ‘Rukna Nahin Hai’ campaign platform to mark Team India’s participation at the Asian Games.
