Sport · India Bureau
JSW Sports launches campaign celebrating India's hockey champions
A new initiative brings together legendary Indian hockey players to inspire the next generation of athletes. The 'Rukna Nahi Hai' campaign features former national captains and other prominent figures from the sport.
LSN India ·
JSW Sports has unveiled a campaign that honours India's rich hockey heritage by bringing together some of the nation's most celebrated players. The initiative, titled 'Rukna Nahi Hai'—which translates to 'Don't Stop'—assembles former men's captain Sardar Singh, former women's captain Rani Rampal, and player Ajinder Kaur among other prominent figures from Indian hockey.
The campaign seeks to revive interest in a sport that has deep historical roots in India and has produced numerous athletes of international repute. By featuring established champions alongside rising talent, the initiative aims to create a bridge between hockey's storied past and its future prospects.
JSW Sports' involvement reflects the growing corporate interest in grassroots sports development and athlete mentorship across India. The 'Rukna Nahi Hai' campaign underscores the importance of continuity and perseverance in Indian hockey, values embodied by the veteran players featured in the initiative.
The campaign represents an effort to sustain momentum in a sport seeking to rebuild its prominence on both domestic and international stages. Through such initiatives, established champions can inspire younger generations to pursue excellence in hockey.