Nike India and Wieden+Kennedy Delhi have launched a new ad film ‘Da Da Ding’, a part of ‘Nike Just Do It’ campaign. The short is designed to inspire women to get into sports and features Bollywood actor Deepika Padukone
The spot has been featured on English entertainment channels such as Comedy Central and Romedy Now after initially being run on a digital platform. Nike will support the ‘Da Da Ding’ campaign with print and outdoor.
The spot has been a hit on social media with its strong message that motivates Indian woman to seek out and embrace the sportswoman inside.
“Da Da Ding” charts the rise of female sport across a diverse range of passions and was directed by French director François Rousselet with music by Gener8ion, featuring American rapper Gizzle.
“Nike’s campaign aims to inspire people to take up sports by showing the unstoppable feeling that only sports can deliver,” said Keerthana Ramakrishnan, communications head, Nike India.
“Women are powerful. They lead the change. The campaign brings to life stories of such powerful female athletes. The stories authenticate how sports has shaped up and made the athletes invincible. The campaign aims to inspire young women to take up sports and intends to ignite a sports movement among female athletes in India.”
India is no stranger to problems with sexism. Writing over at More About Advertising, Stephen Foster ponders:
Will it have a big impact? Probably as it presents Indian women in a way we haven’t seen before.
Should Nike be doing it and will it sell more shoes? Yes to both, I think. Sport and running are a reasonable enough way of establishing your identity, especially in a sports-mad country like India. Showing sexy, sweaty female athletes is bold and pertinent. Without Nike there wouldn’t be this message.
Nike is a lifestyle choice as much as anything else. Its shoes will probably be flying off the shelves.
Agency: Wieden + Kennedy India
ECDs: Kim Papworth, Susan Hoffman
Creative director: Mohamed Rizwan
Creatives: Ankita Tobit, Anyaa Dev
Production company: Division
Director: François Rousselet