JSW Group has extended its ‘Rukna Nahi Hai’ campaign with a new film cheering on the Indian men’s and women’s hockey teams at the FIH Hockey World Cup 2026.
The film brings together former Indian hockey stars Sardar Singh, Rani Rampal and Ajinder Kaur, weaving together different generations of the sport to spotlight the legacy and resilience that define Indian hockey. It traces the sport’s history – from India’s Olympic dominance beginning in 1928 to its 1975 World Cup win – using these former players’ stories to link that legacy to the current teams’ World Cup ambitions.
Parth Jindal, founder and director of JSW Sports, said hockey holds a deep place in India’s sporting identity, and that JSW is proud to have played a part in getting the sport and its athletes the recognition they deserve. He called ‘Rukna Nahi Hai’ the brand’s way of honouring Indian hockey’s legacy while backing both teams – the men eyeing a World Cup win after a 51-year wait, and the women chasing their first-ever title. Jindal added that he hopes the country rallies behind both teams through every stage of the tournament.
On the field, the Indian men’s team has opened its campaign strongly, beating Wales 3-1 and Pakistan 5-3, while the women’s team drew 2-2 with China before a commanding 6-1 win over South Africa.
The campaign continues to build on the link between Indian hockey’s storied past and its current generation of athletes as both teams push forward in the World Cup.
