As Team India competes at the Asian Games 2026 in Aichi-Nagoya, JSW Group has unveiled ‘Tere Sang Bharat’, an anthem celebrating the relentless spirit of Indian athletes and the nation that stands behind them.
The campaign builds on JSW Group’s longstanding association with Indian sport and its partnership with the Indian Olympic Association (IOA). Through JSW Inspire, the Group is Team India’s Official Sports Performance and Lifestyle Partner for the 2026 season, supporting the Indian contingent across the Glasgow Commonwealth Games and Asian Games. The 503-member Indian contingent at the Asian Games includes athletes and support staff across multiple sporting disciplines.
At the heart of the campaign is ‘Rukna Nahin Hai’ , JSW’s belief in the relentless spirit of Indian athletes. Tere Sang Bharat gives this belief a voice through an anthem film featuring 22 athletes from 11 sporting disciplines, bringing together different sporting journeys, backgrounds and ambitions in one powerful expression of support for Team India.
Speaking about the campaign, Sukesh Nayak, Group Chief Creative Officer, Ogilvy India, said, “The idea is simple and deeply human. The moment an athlete wears the India jersey, they carry the hopes, dreams, love and energy of Bharat. A billion people may be watching from afar, but in that moment, the strength of a billion hearts is with them on the field, telling them one thing: Rukna Nahin Hai.”
Parth Jindal, Founder & Director, JSW Sports, said: “Sport has the power to bring an entire nation together. When our athletes’ step onto the field wearing the India jersey, they carry the hopes, aspirations and energy of a billion people with them. ‘Rukna Nahin Hai’ is more than a campaign for us at JSW. It is a belief in the relentless spirit of our athletes. ‘Tere Sang Bharat’ gives that belief a voice, capturing the emotion of a nation standing behind its athletes, every step of the way. Through JSW Inspire, we are proud to stand alongside Team India as they give everything for the country at the Asian Games.”
The campaign also brings the JSW Inspire Team India jersey into focus, giving fans an opportunity to be part of Team India’s journey. The jersey reflects the spirit of movement, performance and national representation that sits at the heart of JSW Inspire’s partnership with the IOA.
JSW’s commitment to Indian sport extends beyond sponsorship. 51 JSW-backed athletes are representing India at the Asian Games, including 49 athletes from the Inspire Institute of Sport across 10 disciplines and two athletes from the Sports Excellence Programme.
With Tere Sang Bharat, JSW Group invites every Indian to stand behind Team India and celebrate the athletes who carry the nation’s hopes onto the world stage.
