Jagran New Media advertiser capitalises on Olympics with campaign video

By Priyanka Sharma

Jagran New Media

Delhi, India


Jagran New Media, based in India, brought out the story of every champion on Indian streets through the power of storytelling in a short film. The premise of the film is that every kid in India wants to be a sports person at some point or the other in life.

The film was launched during the Olympics, a time when the whole world recognises champions across the world. This is the biggest sports event that the world witnesses only every four years — and it was even more pronounced this year after being postponed for a year because of the COVID-19 pandemic.


The video’s launch happened on the historic day in India when our champion Mirabai Chanu won the first-ever silver medal in her category in weightlifting. Stories of the champions were launched when someone actually won an award at the Olympics.

This film is a story of every athlete. It’s a story of their strength, determination, failures, and successes. Most of all, it’s a story of their never-ending desire to win.

In India, you find an athlete in every gully. You spot athletes everywhere. This film spoke to millions of Indians who dream of becoming champions — those who are dreaming now and those who will dream in future. It is the narrated story of these kids who are on every corner lane of India and encourages them not to give up on their dreams. All they need to do is believe in themselves, rise up after every fall, come back with more determination, and keep their eyes on the target. Regardless of whether they win or lose, they are champions in a true sense if they do not let their spirits die.

Mehuli Ghosh, an Indian shooter who won silver at the Commonwealth Games and has many more accolades to her name, is the protagonist of this story. We represented every champion through her story. During the Olympics, we narrated the stories of all athletes via Mehuli Ghosh. She represents all of India’s athletes and brings out each of their unique qualities. We started from the beginning and showed various stages of her actions until she finally hits the bullseye.

Mehuli Ghosh represented all athletes in the short film.
Mehuli Ghosh represented all athletes in the short film.

The brand Hamdard Safi, a natural blood purifier, was beautifully integrated within the message of “sacchai andar to achhai bahar” (truth inside is good outside), as that’s the real spirit of any athlete. Who you are tomorrow begins with what you do today; your actions and attitude can make you an achiever in a real sense.

Sports is an area where we encounter hurdles every day, but the ones who are true to their inside are the ones who outshine others. Hamdard Safi is a brand always focused on the core and the importance of what is “within.” It saluted the spirit of these champions who have challenged, shaped, and smashed the status quo with its “sacchai andar to achhai bahar” campaign.

What makes you a champion is your virtuous will, desire to achieve, and acceptance of challenges that motivate others to perform extraordinarily in all areas of life. Just as Safi purifies the blood and makes skin glow, achievers are as committed to great results and glowing personalities as Safi.

About Priyanka Sharma

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