A powerful new ad by Nike India portrays women as fierce some athletes in a country where female participation in sport is low.
The sportswear brand Nike India has launched a new music video aimed at girls, urging them to go out and play a sport. The video, which features Nike’s brand ambassador Deepika Padukone and several female athletes, stands for girl power and marks a departure from past women-centric sports advertising in India. It also broadens the scope for the brand, which has primarily focused on cricket in its India campaigns.
The music video titled “Da Da Ding,” is part of the new Nike – Just Do It campaign. This is advertising agency Wieden+Kennedy’s first-ever campaign for Nike in India since it won the account in 2015. The campaign will run on television and outdoor as well as well as on digital media.
The music video, which was launched early on Monday, had already got close to a million views on actor Padukone’s Facebook page.
Among the sportswomen featured in the ad, which finishes with the trademark tagline Just Do It, are surfer Ishita Malaviya, hockey player Rani Rampal and actress Deepika Padukone.
Directed by François Rousselet, the three-minute film aims to give the image of sport a makeover