As the FIH Hockey World Cup 2026 gets underway, JSW Group has revived its flagship ‘Rukna Nahi Hai’ campaign as a tribute to India’s enduring sporting spirit and rich hockey legacy.
The film cheers for Team India by turning back the clock with some national icons of the game, including former India captain Sardar Singh, former India captain Rani Rampal and Ajinder Kaur, captain of the historic 1974 Women’s World Cup squad.
Through the campaign, JSW brings together generations of Indian hockey players, drawing on the stories and legacy of those who have shaped the sport while inspiring the current generation to keep pushing forward.
Commenting on the campaign, Parth Jindal, Founder & Director, JSW Sports said, “Hockey is deeply woven into India’s sporting identity, and at JSW, we are proud to have played our small part in helping the sport and its athletes receive the recognition they deserve. ‘Rukna Nahi Hai’ is our way of celebrating the incredible legacy of Indian hockey and standing behind our men’s and women’s teams as they chase their respective goals. We wish both teams the very best as the men look to bring home the World Cup after 51 years, while the women aim to create history by winning their maiden World Cup title. We hope the entire nation rallies behind them, believes in them and cheers them on every step of the way.”
The Indian men’s and women’s teams have made promising starts to their FIH Hockey World Cup 2026 campaigns. The men began with a 3-1 win over Wales and followed it up with a 5-3 victory over Pakistan to progress to the next round, while the women held Olympic silver medallists China to a 2-2 draw before recording a historic 6-1 win over South Africa.
