The video by Nike in collaboration with Wieden+Kennedy India aims to motivate women to unleash their potential through sport
BestMediaInfo Bureau | Mumbai | July 12, 2016
As a part of its ‘Just do it’ campaign, Nike has launched a new music video titled ‘Da Da Ding’. The music video made by Nike in collaboration with Wieden+Kennedy India showcases the unrelenting spirit of women in India, aiming to trigger a movement by changing the way sport is thought about in this country.
The video features former national-level badminton player and current Bollywood sweetheart Deepika Padukone along with leading Indian athletes such as national field hockey player Rani Rampal, footballer Jyoti Ann Burrett, cricketers Harmanpreet Kaur, Smriti Mandana and Shubhlakshmi Sharma and surfer Ishita Malaviya. The video features a huge supporting cast of everyday women performing a diverse range of sport.
Directed by French director François Rousselet, and set to a thumping anthem by Genera8ion, featuring American rapper Gizzle, ‘Da Da Ding’ charts the rise of female sport across a diverse range of passions, including basketball, football, running, training and cricket.
“Nike’s ‘Just Do It’ campaign is about inspiring and reminding women that they are as much athletes as they are women. When women play sport, they become unstoppable. The campaign that includes the ‘Da Da Ding’ music video along with Nike’s digital and physical innovation and services is an invitation to women to unleash their potential through sport,” said Keerthana Ramakrishnan, Communications Head, Nike India Pvt Ltd.
Speaking about how the driving thought behind the video was to depict the incredible power of sport, and start a larger conversation that emboldens women to get out there and play more, Mohamed Rizwan, Creative Director, Wieden+Kennedy Delhi said, “Sport in India has a massive image problem, particularly for women. What we set out to do is give it a complete makeover by making it cool, accessible and fun. To that end, we commissioned some of the best image makers and musicians, and got together a crew of women that best represent sport in India right now.”
The Music Video:[youtube]https://www.youtube.com/watch?v=1UvPZ8fD4B8[/youtube]
Agency: Wieden+Kennedy India
Creative Director: Mohamed Rizwan
Director: François Rousselet