Daijiworld Media Network - New Delhi

New Delhi, Aug 20: Former India hockey captains Sardar Singh and Rani Rampal, along with 1974 women's team skipper Ajinder Kaur, have come together for JSW Group's latest edition of its flagship ‘Rukna Nahi Hai’ campaign, celebrating India's rich hockey legacy and the generations of players who have shaped the sport.

The campaign has been launched as India's men's and women's hockey teams continue their respective campaigns at the FIH Hockey World Cup 2026. It seeks to connect the achievements of India's past with the aspirations of the current national teams.

The campaign features Sardar Singh, former captain of the Indian men's team, Rani Rampal, former captain of the women's team, and Ajinder Kaur, who led India at the inaugural Women's Hockey World Cup in 1974.

It revisits defining chapters in Indian hockey, including the country's Olympic dominance beginning in 1928 and the men's historic World Cup triumph in 1975.

Through the stories of players and captains from different generations, ‘Rukna Nahi Hai’ highlights perseverance, resilience and the pursuit of excellence despite challenges.

The campaign also emphasises that hockey's place in India's sporting history goes beyond individual victories and trophies and remains an integral part of the country's sporting identity.

Parth Jindal, founder and director of JSW Sports, said the campaign celebrates the legacy of Indian hockey while supporting both national teams in their World Cup campaigns.

“Hockey is deeply woven into India's sporting identity, and at JSW, we are proud to have played our small part in helping the sport and its athletes receive the recognition they deserve,” Jindal said.

He added that ‘Rukna Nahi Hai’ is intended to celebrate the sport's history while backing the men's and women's teams as they pursue their respective World Cup goals.

The Indian men's team has made an impressive start to the tournament. India opened its campaign with a 3-1 win over Wales before defeating Pakistan 5-3 to advance to the next round.

The men's side is seeking to end India's 51-year wait for another World Cup title. India last won the men's World Cup in 1975.

The women's team has also made a positive start. India drew 2-2 against Olympic silver medallists China in its opening match before recording an emphatic 6-1 victory over South Africa.

The results have kept the women's team in contention for the latter stages as it aims to win India's first Women's Hockey World Cup title.

The inclusion of Ajinder Kaur gives the campaign particular significance, linking the current women's team with India's pioneering participation at the inaugural Women's World Cup in 1974.

Jindal said JSW would continue to back both teams as they chase major milestones at the tournament.

“We wish both teams the very best as the men look to bring home the World Cup after 51 years, while the women aim to create history by winning their maiden World Cup title,” he said.

The campaign seeks to underline the continuity of Indian hockey, bringing together former captains from different eras alongside the current national teams.

Rather than focusing only on trophies, ‘Rukna Nahi Hai’ celebrates the determination, pride and resilience that have defined Indian hockey across generations.

Jindal also called on supporters across the country to rally behind both teams as their World Cup campaigns continue.

“We hope the entire nation rallies behind them, believes in them and cheers them on every step of the way,” he said.

With both teams chasing historic milestones, the campaign comes at a significant stage for Indian hockey — the men's team is seeking its first World Cup title in more than five decades, while the women's team is aiming for a maiden world crown.