Viacom18 announced its Olympics presentation in India with 20 feeds and Olympians starting on Jul 26, 2024 across the Sports18 Network and for free on JioCinema. The network has released a list of former athletes across multiple sporting disciplines for the presentation of the Olympics. Reportedly, it has also launched its campaign film ‘Dum Laga Ke..Haisha” looking forward to an Olympics like never before.
“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,” Siddharth Sharma, sports head of content, Viacom18 said
From what it is understood, for the first time, Olympics coverage in India will be presented across 20 concurrent feeds on JioCinema for free. As per the report, the presentation will have 17 sports wise and three curated feeds, all available in 4K. The curated feeds will include an India feed in English, Hindi, Tamil, and Telugu. It is also mentioned that, women athletes feed will capture the journey of women Olympians for the entire edition. The presentation will feature Indian athletes like Sakshi Malik, Vijender Singh, Sania Mirza, Somdev Devvarman, Murali Sreeshankar, Viren Rasquinha, Parupalli Kashyap among many others.
Viacom18, also launched “Dum Laga Ke…Haisha!”, its campaign film for the Olympic Games. From what it is understood, the campaign film focuses on the philosophy of Olympics, showcasing the magnitude of the Olympics as a global movement and its impact on daily Indian lives.
“ 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! that’s deeply ingrained in the Indian spirit of movement and sports, into multiple regional languages to ignite excitement for the Olympics across the country,” Shagun Seda, head of brand and creative marketing, JioCinema said.