For the Paris Olympics 2024, JioCinema has launched the Dum Laga Ke Haisha campaign with a film featuring a lineup of champions from various sports. The campaign aims to link everyday activities with the spirit of athleticism, encouraging everyone to find the champion within.
What is JioCinema ‘Dum Laga Ke Haisha’ campaign
For the Paris Olympics 2024, JioCinema has launched an exciting campaign titled ‘Dum Laga Ke Haisha.’ The campaign film features a diverse lineup of champions from various sports and aims to connect everyday activities with the spirit of athleticism.
Creative Elements
The ad spot creatively illustrates how daily chores can mirror sports training. In one scene, a woman practices boxing techniques while kneading dough, and in another, a man hones his hockey skills by mopping the floor. The film also depicts a tailor mimicking swimming foot movements while using a sewing machine, and aunts practicing tennis by using rackets to clean their rugs. These relatable scenes demonstrate how sports can seamlessly integrate into everyday life.
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Featured Athletes
JioCinema campaign ‘Dum Laga Ke Haisha’ features prominent Indian athletes, including Sakshi Malik, Neeraj Chopra, Mary Kom, PV Sindhu, and Bajrang Punia. Their participation highlights the connection between routine activities and sportsmanship.
Olympics Coverage on JioCinema
JioCinema will offer extensive Olympics coverage in India, presenting the events across 20 concurrent feeds for free. These include 17 sports-specific feeds and three curated feeds, all available in stunning 4K quality. The curated feeds will include an India feed available in English, Hindi, Tamil, and Telugu, allowing viewers to follow the Indian contingent’s journey as it unfolds on the ground.
Special Features
This year, a dedicated feed will exclusively capture the journey of women Olympians throughout the entire edition. The curated feeds will also include a Global Action feed in English and Hindi, enabling viewers to follow the world’s finest athletes in action at Paris 2024.
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Linear Platforms
On linear platforms, Sports18 – 1, Sports18 – 1 HD, and Sports18 – 2 will broadcast an India-focused feed, while Global Action will be available on Sports18 – 3. Sports18 – 1 and Sports18 – 1 HD will present the Games in English, with Tamil and Telugu options accessible via the language button. Sports18 – 2 will offer coverage of Paris 2024 in Hindi.
What do experts have to say about this campaign?
“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,” said Viacom18 – sports head of content Siddharth Sharma. “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.”
Conclusion
In conclusion, JioCinema ‘Dum Laga Ke Haisha’ campaign for the Paris Olympics 2024 brilliantly connects the world of sports with everyday life, demonstrating that athleticism can be found in daily tasks. Through creative storytelling and the involvement of renowned Indian athletes, the campaign inspires viewers to embrace the spirit of sports in all aspects of life. With comprehensive Olympics coverage offered for free across multiple feeds and languages, JioCinema ensures that fans can experience the excitement of Paris 2024 like never before, highlighting both the global and local athletes’ journeys. This initiative not only celebrates sports but also encourages everyone to find their inner champion, making it a remarkable endeavor in the realm of sports broadcasting.
