A new video titled "#WohHaareNahin", which pays tribute to the effort of Indian Rio Olympics contingent, has been rolled out.
It was released on Tuesday by SonyLIV, a digital entertainment platform with content for audiences across genres.
The 90 - second video opens with a clock showing 5:30 a. m. Glimpses of tickets, a passport and an Olympics pass are shown in subsequent shots.
An athlete, presumably recently - returned from the Olympics, can be seen getting dressed in her India practice kit, read a statement from SonyLIV.
A contemplative musical arrangement can be heard in the background, as the narrator explains why winning a medal should not be assumed to be the only criterion for victory.
The video goes on to subtly explain how Indian athletes had to overcome hardships such as injuries, criticism and apathy towards their chosen sport, a distinct lack of training facilities, and a dearth of sponsors to earn the privilege of representing their country at the Olympic Games.
It ends with a shot of the athlete jogging away into the distance, refusing to give into disappointment and continuing her daily warm - up.
While most of the Indians have been supporting the participants, author Shobhaa De recently drew flak for her unwarranted comments on the Indian contingent at the Rio Olympics though she did describe shuttler P. V. Sindhu as "24 carat gold" and called her a "hero" after she clinched a silver medal at the event.