In what is probably a first for Nike India, the sportswear brand 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, which was launched early on Monday, had already got close to a million views on actor Padukone’s Facebook page.
Deepika’s facebook post:
"When I was growing up my father said to me, “To be the best, always remember the three D’s – Discipline, Dedication and Determination. Follow your heart. Do what you are passionate about.” Sport has taught me how to handle failure. It has also taught me how to handle success. It has kept me grounded. It has taught me humility.
Two years ago I struggled with depression. I was sinking. I almost gave up. But it was the athlete in me that gave me the strength to fight and neverever give up! And so I want to say to every girl and every boy and every woman and every man…play a sport…because it changed my life…and it will change yours too!Sport has taught me how to survive! It has taught me how to fight! It has made me unstoppable!
Nike Presents Da Da Ding
The video frames Indian sportswomen in all their glorious avatar. Because! Honestly who is more stronger than a woman. Athletes featured in this ad campaing includes Rani Rampal a national field hockey player, Joshna Chinappa who plays squash, footballer Jyoti Ann Burrett and cricketers Harmanpreet Kaur, Shubhlakshmi Sharma and Smriti Mandana.
Padukone played national-level badminton before turning to acting. Her father Prakash Padukone was ranked the world’s number one badminton player in 1980, when he won the All England championship.
Rani Rampal, who in 2010 at the age of 15 became the youngest player in India’s national field hockey team, in a statement released by Nike said that sports helped her build self-assurance.
When they were going over the brand strategy for the campaign, the teams at Nike and Wieden+Kennedy, the advertising agency that has created the ad, wanted to depict the incredible power of sport and start a larger conversation that inspires women to get out there and play more. But the campaign had to be inspiring and fun.
What the video conveys is that today, Padukone, 30, and Rampal, 21, spend their days in radically different ways, yet their paths to success are similar: each acquired the discipline and confidence to succeed to her participation in sport.
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.