In a country where there is a common conception that women are discouraged to take up sports in their adulthood, NIKE rebels. They urge India’s next generation to break conventions and define their own success by bringing sport into their lives.
In the light of the upcoming Rio Olympics 2016, Nike India came up with a campaign to celebrate and inspire the young women and their involvement in sports.
The film features sports athletes like Joshna Chinappa, Shweta Hakke, Rani Rampal, Gabriella Demetriades, Ishita Malaviya,Jaie Bhadane, Deepika Padukone, Naina Mansukhani, Swetha Subbiah, Jyoti Ann Burrett, Tanvie Hans, Harmanpreet Kaur, Shubhlakshmi Sharma and Smriti Mandhana.
Created in collaboration with Wieden+Kennedy Delhi, 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.