Nike invites Indian women to unleash their potential through sport

Nike has rolled out its new ‘Just Do It’ campaign in India, called ‘Da Da Ding’, created by the team at Wieden+Kennedy Delhi. Nike India has also released the music track. The music video 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 campaign features the ultimate girl sport squad – from national hockey player Rani Rampal and surfer Ishita Malaviya, to Deepika Padukone, and a huge supporting cast of everyday women performing a diverse range of sport.

In coming up with the strategy for the campaign, Nike and Wieden+Kennedy wanted to depict the incredible power of sport, and start a larger conversation that emboldens women to get out there and play more. Put simply, it shows sport as both fun and empowering.

The video has been directed by French director François Rousselet and set to a thumping anthem by Gener8ion, 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 India’s national obsession: cricket.

Elaborating on the campaign, Keerthana Ramakrishnan, Communications Head, Nike India, said, “This JDI 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.”

She further said, “Nike serves several female athletes across a variety of sports. Some of these athletes include Rani Rampal, Joshna Chinappa, Shubhalakshmi, Smriti Mandanna, Harmanpreet Kaur, Deepika Kumari, and Jyoti Ann Burrett to name a few.”