JSW Group’s ‘Rukna Nahi Hai’ Unites Generations of Indian Hockey to Rally Behind Team India at FIH Hockey World Cup 2026
Aug, 20: Few nations have dominated and revolutionised a sport quite like India has in hockey. From the unmatched golden run at the Olympics beginning in 1928 to the historic World Cup triumph in 1975, India’s hockey legacy is a story worth reliving again and again. As another World Cup gets underway, JSW Group celebrates this rich history by continuing its flagship ‘Rukna Nahi Hai’ campaign as a tribute to India’s enduring sporting spirit. The film cheers for Team India by turning back the clock with some of the biggest national icons of the game, including former India captain Sardar Singh, former India captain Rani Rampal and Smt. Ajinder Kaur, captain of the historic 1974 Women’s World Cup squad.
Through the campaign, JSW brings together generations of Indian hockey, drawing on the stories and legacy of those who have shaped the sport while inspiring the current generation to keep pushing forward. ‘Rukna Nahi Hai’ captures the enduring spirit of Indian hockey and the belief that the pursuit of excellence never stops, regardless of the challenges along the way.
Mr. 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. Both teams now look to build on this momentum as they continue their World Cup campaigns.
With both the Indian men’s and women’s teams taking the field at the FIH Hockey World Cup 2026, JSW’s campaign turns the spotlight on their pursuit of glory while reminding fans of the rich history that makes every Indian hockey campaign so significant. The campaign celebrates not just the pursuit of a trophy, but the resilience, pride and perseverance that have made hockey an integral part of India’s sporting identity.