Yesterday, we released our first ever campaign for Nike India. Judging by everything that has happened since, it’s safe to say that it’s gone down a treat.
But first, here is the thing in case you haven’t seen it.
As you can tell, it’s somewhere between an ad and a music video. And that’s precisely the point. Ever since we decided to talk to girls, it was clear that we couldn’t do just another ad. It’s 2016. And girls are smart. Very smart.
When we began working on the campaign, it quickly became clear that sport needed a makeover. Most of the prevailing imagery around sport and girls was uninspiring and revolved around the struggles of becoming an elite athlete. True as those stories were, it just wasn’t enough to get girls to get out there.
Instead, we decided to make something that made sport stylish, modern, fun and sexy. We assembled the ultimate sport squad of girls to create a modern day portrait that captures their spirit and energy, and wrote a song to match. Part of the squad were national level athletes – Rani Rampal, Jyoti Ann Burrett, Joshna Chinappa – everyday girls, Nike’s trainers and this girl called Deepika Padukone. To the mix, we added director Francois Rousselet, frequent M.I.A collaborator Gener8ion and rapper Gizzle.
24 hours after launch, Da Da Ding seems to have struck some sort of nerve. Apart from making an appearance on numerous blogs and Instagram accounts, it has also found itself on the pages of TIME, FastCo, Mint and Buzzfeed, who called it ‘Fierce. As. Fuck.’
In keeping with the idea of giving sport a makeover, we also got Aman Makkar to shoot a series of portraits to tell the incredible stories of these girls.
Ishita Malaviya – India’s first professional female surfer
Joshna Chinappa – National Squash Champion
Jyoti Ann Burrette – National Football player. Position: Centre Forward
Rani Rampal – 21 year old National Field Hockey Player
Deepika Padukone – Former Badminton player and actor
Shweta Hakke – Record setting Sprinter
Shweta Subbiah – Nike Elevated Trainer
Tanvie Hans – Attack minded footballer and former Fulham LFC player
If all of this has inspired you to start playing or running, and we really hope it has, we suggest you add Da Da Ding to your playlist, get some gear (and maybe a few tips if you’re starting out) and get out there. If not now, when?