Reliance Foundation puts opportunity before victory in new TBWA\Lintas India campaign
Before the medals, before the podiums, before a nation knows their names, every champion starts somewhere. Reliance Foundation’s latest Asian Games 2026 campaign, created by TBWA\Lintas, part of Omnicom Advertising India, turns the spotlight to the opportunity that allows a child to discover their potential in the first place.
Titled “Taqdeer Badalna Bachchon Ka Khel Hai”, the campaign is built on a simple belief: every child deserves an opportunity.
India has never been short of sporting talent. From school playgrounds to neighbourhood grounds to streets and communities across the country, potential exists everywhere. But talent can only go so far without access to the right opportunities, coaching, infrastructure and encouragement.
The campaign brings alive the thought that belief often comes after success, but opportunity has to come before it. A child cannot become a champion until someone gives them the opportunity to play, to train, to fail, to learn and to dream and that is where Reliance Foundation’s role in Indian sport comes in.
Through its Sports for Development initiatives, Reliance Foundation creates pathways from grassroots participation and talent identification to coaching, infrastructure and high-performance opportunities with the ultimate aim of helping Indian athletes excel at the highest levels of global sport. The campaign reflects Mrs. Nita M. Ambani’s long-standing vision of building a stronger sporting ecosystem in India.
The Asian Games provide the campaign with a powerful real-world expression of this belief. As Indian athletes take the stage, their journeys serve as a reminder that the athlete representing India today was once a child who simply needed someone to open the door. The campaign, therefore, looks beyond the moment of victory. It celebrates the moments that came before: the first opportunity, the first coach, the first training ground, the first person who believed, and the first step towards a larger dream.
Sarvesh Raikar, President – Creative, TBWA\Lintas, said: “It has been truly humbling to learn about the journeys of our champions. They are proof that India is unstoppable. That we can produce world-class athletes in every corner of the country, if only we give them an opportunity. If India is to rank among the top 5 at the Olympics, the key lies in the hands of these kids today. When we give them an opportunity, we give our nation a chance to change its fate on the biggest sporting stages. We hope this campaign helps the country see sports in a new light. Not just as a game, but as a means to build a bright future for our children. It’s a massive behavioural change, and we are privileged to partner with Reliance Foundation in this mission.”
Credits
Creative: Sarvesh Raikar, Sundarkrishnan Sharma, Devendra Mankame, Virendra Vilankar, Garima Obrah, Ninad Gawhankar, Amey Parab, Jayprrasad Naik, Satendra Mhatre, Sagar Parmanik
Strategy: S. Subramanyeswar, Subodh Deshpande
Business: Shantanu Sapre, Jay Ladhani, Arpita Chakraborty, Mehek Tahilramani, Shriya Singh
Agency Producer: Renuka Koul
Production House: Oink Films
Director: Shirsha Guha Thakurta
Executive Producer: Ramya Rao
Producer: Mrinal Chodankar
Music Director: Anand Bajpai
Brand Team: Gayatri Yadav, Devang Bhimjyani, Hitesh Patel, Samir Vora, Aayushi Agarwal, Sanjana Kuruvilla, Siddharth Shanker, Aman Shah