Nike’s new ad is going viral (passing 1 million YouTube views) for three reasons: It’s set in India. It features gorgeous women athletes (and a Bollywood star in Deepika Padukone). And they are are competing against each other in a rather ‘ungirl’-like manner—to a beat you may not expect.
The result is a music video thumping shot of “the ultimate girl sport squad” whose energy would do Beyonce proud, all designed to promote registration for NTC Live (Nike+ Training Club) events and Nike+ Run Club session in Mumbai and beyond.
According to Nike’s press release, the “Da Da Ding” spot was created in collaboration with Wieden+Kennedy Delhi, directed by French director François Rousselet and set to a thumping tune by Gener8ion, featuring American rapper Gizzle. It celebrates India’s female athletes across a diverse range of passions, including basketball, football, running, training and India’s national obsession: cricket.
The stars include Bollywood actress Padukone, 30, and Indian national field hockey player Rani Rampal, 21, who “each learned the discipline and strengthened the confidence she attributes to her rise to early participation in sport, an anomaly in a country in which athletics has remained male dominated,” according to Nike’s press release.
It went viral after Padukone promoted the video on her Facebook page this week with the statement: “Sport has taught me how to survive! It has taught me how to fight! It has made me unstoppable! #JustDoIt”
According to Nike, there’s a feminist underpinning to the campaign, with “sociological findings suggesting that female participation in sport helps to alter a girl or woman’s self-image in numerous ways, including feelings of control, competency and strength.
Like Padukone, who played national-level badminton before turning her full attention to acting, Rampal, who in 2010 at the age of 15 became the youngest player on India’s national field hockey team, also says that sports helped build her self-assurance and expand her dreams. “Coming from a small village never stopped me; every time I won a medal I kept getting stronger and more confident to take on the world.”
By participating in Nike’s music video as part of a new Nike Just Do It campaign in India, Padukone and Rampal, alongside other leading Indian athletes — including Jyoti Ann Burrett, the youngest member of India’s national women’s football team; Ishita Malaviya, India’s first professional women’s surfer; female cricketers Harmanpreet Kaur (captain), Smriti Mandana and Shubhlakshmi Sharma — are urging India’s girls and young women “to break conventions and define their own success by bringing sport into their lives.”
Some of the comments on the YouTube video:
Thank you Nike for portraying female athletes, especially in a country where it is a common perception that girls should not play after they step into adulthood.. This is a truly inspiring video
Finally, Nike’s 1st Indian campaign which matches its global campaigns in terms of quality !! And thanks a lot for not getting swayed by Deepika’s starpower and keeping the focus on spirit of sports & woman power
The most successful “Marketing Strategy” in the w o r l d: Never focus on the product; focus on the perceived (or projected) spirit behind that product. The product needs to be more than its utility.
It’s been 3 days and I still can’t get enough of this commercial 🙂
Visit nike.com/dadading for more on the new campaign.