Wieden+Kennedy India has debuted its first campaign for Nike in the country, with a fast-paced spot designed to celebrate India's leading female athletes.
Giving off the same positive vibes as Sport England's 'This Girl Can', the spot has enlisted what its makers dub "the ultimate girl sport squad" to front the push. Among those featured are national hockey player Rani Rampal, surfer Ishita Malaviya and Indian film actress and former national badminton player, Deepika Padukone.
The two-and-a-half-minute long film was directed by French filmaker François Rousselet and is set to the thumping tune of of 'Da Da Ding' by Gener8ion and American rapper Gizzle.
The women are seen playing basketball, football and circket, as well as running and boxing in a bid to showcase their passions and urge India's next generation of women to break conventions and enter the male-dominated world of athletics. he ad ends on Nike's classic strapline, 'Just Do It'.
"Sport in India has a massive image problem, particularly for women," asserted Wieden+Kennedy India’s creative director Mohamed Rizwan.
"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."
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