Reliance Foundation has launched its Asian Games 2026 campaign, Taqdeer Badalna Bachchon Ka Khel Hai, highlighting the role of early opportunities in helping children discover and develop their sporting potential. The campaign has been conceptualised by TBWA\Lintas, part of Omnicom Advertising India.
Built around the belief that every child deserves an opportunity, the campaign focuses on the access, coaching, infrastructure and encouragement that precede success in competitive sport. It also reflects Reliance Foundation’s Sports for Development initiatives, which seek to create pathways from grassroots participation and talent identification to high-performance opportunities.
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.
Speaking about the campaign, 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,” Raikar said.
Team 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
