JSW Group revives ‘Rukna Nahi Hai’ for India’s hockey World Cup run

MUMBAI: India’s hockey story has never been short of stick power, and JSW Group is bringing some of its biggest chapters back into play. As the FIH Hockey World Cup 2026 gets underway, the group has revived its flagship ‘Rukna Nahi Hai’ campaign, bringing together icons from different generations to celebrate the country’s hockey legacy and rally support for the current men’s and women’s teams.

The campaign features former India captain Sardar Singh, former India captain Rani Rampal and Ajinder Kaur, captain of the historic 1974 Women’s World Cup squad, using their stories to connect Indian hockey’s past with its present-day World Cup campaign.

India’s hockey journey has plenty of milestones to draw from from the country’s Olympic golden run that began in 1928 to the men’s historic 1975 World Cup triumph. JSW’s latest film taps into that history while framing the next generation’s pursuit as another chapter in a story that is still being written.

The central message remains simple: keep moving forward. ‘Rukna Nahi Hai’ celebrates the resilience and perseverance that have defined Indian hockey, while encouraging the current teams to push through the pressure of a home crowd and World Cup expectations.

The campaign arrives with both Indian teams already showing signs of momentum at the 2026 World Cup.

The men opened their campaign with a 3-1 win over Wales, before following it with a 5-3 victory over Pakistan to progress to the next round.

The women’s side began with a 2-2 draw against Olympic silver medallists China, before producing a 6-1 win over South Africa, a result that gives the team further momentum as it continues its campaign.

For the men, the target carries an added slice of history: bringing home the World Cup for the first time in 51 years since the 1975 triumph. The women, meanwhile, are chasing a maiden World Cup title.

“Hockey is deeply woven into India’s sporting identity,” said Parth Jindal, Founder and Director, JSW Sports, adding that the campaign is intended to celebrate the sport’s legacy while backing both teams in their respective quests.

With former captains and pioneers sharing the screen with the ambitions of today’s teams, JSW’s campaign turns nostalgia into motivation reminding fans that while the names and eras may change, India’s hockey mantra remains the same: Rukna Nahi Hai.