JSW Group has renewed its flagship ‘Rukna Nahi Hai’ campaign to rally support for Team India at the FIH Hockey World Cup 2026, bringing together generations of Indian hockey icons.
The campaign features former India captains Sardar Singh and Rani Rampal, along with Ajinder Kaur, captain of India’s historic 1974 Women’s World Cup squad. Through their stories and legacy, the campaign celebrates the resilience, pride and relentless pursuit of excellence that have defined Indian hockey.
The initiative looks back at India’s rich hockey history, including its dominant Olympic run beginning in 1928 and the men’s team’s historic World Cup triumph in 1975. It also highlights the ambitions of the current men’s and women’s teams.
JSW Sports Founder and Director Parth Jindal said the campaign celebrates India’s incredible hockey legacy while encouraging fans to stand behind both teams. He urged the nation to rally around the players as the men aim to win the World Cup after 51 years and the women target their maiden World Cup title.
India’s men began their campaign with a 3-1 win over Wales, followed by a 5-3 victory over Pakistan. The women drew 2-2 against China before registering a 6-1 win over South Africa.
The campaign reinforces JSW’s message that the pursuit of excellence never stops and urges Indian fans to continue cheering for both teams.
