You’ve probably shouted “Chak De! India” at least once in your life, on TV, in a stadium, or just in your living room. But did you know that the name almost didn’t exist as we know it? In fact, it started off in a completely different place. A meeting room, pitching for Nike. Yes, the same brand behind “Just Do It.” What sounds like a coincidence is actually a real-life story of how advertising, creativity, and a little bit of luck came together to give us one of India’s most beloved film titles.
In a recent conversation with Lallantop’s Saurabh Dwivedi, composer duo Salim and Sulaiman Merchant have revealed the unusual story behind the title of Chak De! India. The film, which has become synonymous with patriotism and team spirit, has carried an unexpected advertising echo in its name.
As per the interview, the phrase “Chak de” was first suggested by Jaideep Sahni, an ad man before he turned into one of India’s finest screenwriters. When Nike entered the Indian market, Sahni pitched the word “Chak de” to the brand as a local counterpart to their motivational slogan “Just Do It.” The energetic call-to-action resonated with him, and the word stayed in his creative bank.
Later, when the screenplay for Chak De! India came along, “Chak de” naturally became the title. Salim said that it was Aditya Chopra who decided to extend it into “Chak De! India,” giving it the patriotic punch that we all recognise today.
The revelation has added yet another layer of nostalgia to a film that has already left a permanent mark on Indian cinema. For Sahni, who has penned acclaimed scripts like Khosla Ka Ghosla, Company, and Shuddh Desi Romance, this story stands as a reminder of how advertising sparks can sometimes light up pop culture forever.
