W+K India's First Nike Ad Celebrates Power Of Sport In Women's Lives

Wieden + Kennedy India Creative Dir Mohamed Rizwan said that sport in India "has a massive image problem, particularly for women," according to Angela Natividad of ADWEEK. It "represents an interesting challenge for a client like Nike." Rizwan said, "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." The result is "Da Da Ding," a "powerful video" that unites the talents of rapper Gizzle, director François Rousselet and producer Genera8ion (known for working with M.I.A.). Among the ad's stars are national hockey player Rani Rampal, surfer Ishita Malaviya and Indian film actress Deepika Padukone (a former national badminton player) -- a trio the

Deepika Padukone

agency calls "the ultimate girl sport squad." The spot "successfully fuses" elements of Indian pop culture -- its music, rhythm and beats -- to Nike's "carefully crafted universal spirit." Nike and W+K "have deep roots." All of Wieden's offices -- eight globally -- work on the brand, "but this ad marks the Delhi office's debut effort for Nike India since winning the business in 2015." According to Nike, "Da Da Ding" recalls sociological evidence that female participation in sports helps self-image, building on a sense of control, competency and strength. Padukone said, "Everything I am today, and everything I have achieved, comes from my years of playing sport" (ADWEEK, 7/12).