Make Every Yard Count' says Nike's new campaign

Nike debuts its “Make Every Yard Count” film on the Nike Cricket Facebook page. The film, which was co-created with consumers through an active online participation and on-the-ground efforts, uses over 1440 crowdsourced action images of young cricketers in India who love the sport.

This new Nike film is a testament to the dedicated young cricketers of India, the ones who don’t let anything get in their way no matter if they play in the gully or in the stadiums. The campaign, which was launched on February 22 on Nike Cricket Facebook and Twitter, encouraged players all around the country to send in images and 

The ‘Make Every Yard Count’ campaign aims to make the young cricketer the hero of the Nike film. The campaign, which drew over 2, 25, 000 crowdsourced images, now concludes with the launch of the new digital film.

Speaking before the premiere of the film, Avinash Pant, Marketing Director, Nike India Pvt. Ltd. Said, “At Nike, we understand that the cricket culture of this nation is not confined to Team India and its players. It includes the millions of young cricketers who strive every day to be amongst the best tomorrow. This film is a dedication to each and every one of those young cricketers who relentlessly chase their dreams.”

The manifesto that captures the campaign idea best reads: “Yesterday was not good enough. Today is not over yet. MAKE EVERY YARD COUNT”. 

The digital film was created by JWT Bangalore, produced by 1st December Films, Bangalore and directed by Senthil Kumar, National Creative Director, JWT India. The song creation and sound design by Dhruv Ganekar and Taufiq Qureshi.