JioCinema's 'Dum Laga Ke Haisha' campaign links sports with daily chores.

For the Paris Olympics 2024, JioCinema has launched an innovative campaign titled 'Dum Laga Ke Haisha.' This campaign film, featuring a diverse array of champions from various sports, seeks to connect everyday activities with the spirit of athleticism. The campaign aims to inspire viewers by demonstrating how sports can be integrated into daily life through creative and relatable examples.

The advertisement creatively illustrates how daily chores can be likened to sports training. In one memorable scene, a woman practices boxing techniques while kneading dough. Another scene shows a man honing his hockey skills by mopping the floor. The film also depicts a tailor mimicking swimming foot movements while working on a sewing machine. Additionally, aunts practicing tennis use rackets to clean their rugs. These relatable instances aim to show that sports can be connected to everyday life.

The campaign features clips of prominent Indian athletes such as Sakshi Malik, Neeraj Chopra, Mary Kom, PV Sindhu, and Bajrang Punia. These athletes serve as inspirations, showcasing their dedication and achievements, and reinforcing the campaign's message of integrating the spirit of sports into everyday life.

JioCinema will present the Olympics coverage in India across 20 concurrent feeds for free. The presentation will include 17 sport-specific feeds and three curated feeds, all available in 4K. The curated feeds will feature an India feed in English, Hindi, Tamil, and Telugu, allowing viewers to catch all the action from the Indian contingent as it unfolds. Additionally, a women athletes 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 finest athletes from around the world at Paris 2024.

On linear platforms, Sports18 – 1, Sports18 – 1 HD, and Sports18 – 2 will run India-focused feeds, 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 available via the language button. Sports18 – 2 will offer the Paris 2024 coverage in Hindi.

"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 Siddharth Sharma, head of content for Viacom18 – sports. "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."

"We wanted to keep the campaign idea rooted in the transformative power of viewing sports. The film is our ode to the Olympic spirit and imagines a world where watching the Olympics vicariously inspires us to push ourselves like runners, boxers, gymnasts, archers, and weightlifters in our quotidian lives. We married this idea with a re-imagination of the timeless chant 'Dum Laga Ke Haisha!' which is deeply ingrained in the Indian spirit of movement and sports, into multiple regional languages to ignite excitement for the Olympics across the country," said Shagun Seda, head of brand and creative marketing for JioCinema. "To bring our concept to life, we partnered with Jugaad Motion Pictures, who brought in a fresh approach and elevated the concept to a rich audio-visual experience.