On this week’s #ThrowAdThrusday we let ourselves get inspired by the spirit of modern-day Indian sportswomen and athletes. For some time, India had been criticized for neglecting women in sport, which even led to critically acclaimed film “Chak De! India” that depicts religious bigotry, ethnic and regional prejudice and sexism in nowadays India in a fictional story about the Indian women’s national field-hockey team which was inspired by the team’s win at the 2002 Commonwealth Games. But, with broadening of democracy, rising female aspiration and more accessible facilities, most sports in India are no longer the preserve of the rich and the men. And as the latest campaign from Wieden+Kennedy Delhi shows the number of female sports icons is also growing, and not only because of their success at the 2016 Summer Olympics in Rio. Let’s take a look at India’s ultimate girl sport squad in “Da Da Ding”.
Nike created the visually powerful campaign in collaboration with Wieden Kennedy Delhi. It was directed by François Rousselet and is set to a thumping anthem produced by Gener8ion (a producer known for working with M.I.A) featuring American rapper Gizzle on the vocals. While the music sets a frantic pace, we see a squad of strong women present the diversity of India and its diverse range of sports. Da Da Ding charts the rise of female sport and across a such a range of passions, including basketball, football, running, training and India’s traditional obsession: cricket. The campaign features some of the most famous of India’s young women – from national hockey player Rani Rampal and India’s first professional female surfer Ishita Malaviya, to actress Deepika Padukone, and a huge supporting cast of everyday women.
The aim of the campaign is to suggest that female participation in sports helps to “alter a girl or woman’s self-image in numerous way, including feelings of control, competency and strength. And Padukone, who participated in national-level badminton before switching to making a career in acting, confirms this theory by saying: “Everything I am today and everything I have achieved comes from my years of playing sport. My goals, my commitment, my focus, my dedication, my discipline, my sacrifices, my hard work… All of it, I’ve learnt it all through sport. Sport has also taught me how to handle failure and success. It has taught me how to fight. It has made me unstoppable!”
You can read more about the main protagonists here. You can also let us know about other great campaigns promoting women’s strengths in the comments.
Credits:
Client: Nike India
Agency: Wieden + Kennedy, Delhi
Executive creative directors: Kim Papworth, Susan Hoffman
Creative Director: Mohamed Rizwan
Writer: Ankita Tobit
Art Director: Anyaa Dev
Account Director: Aparna Battoo
Account Manager: Jayaram Shankar
Agency Producer: Deb Drumm
Director of Emerging Markets: Karrelle Dixon
Managing Director: Patrick Cahill
Global Planning Director: Andy Lindblade
Planner: Michelle Arrazcaeta
Global Media Planning Director: Danny Sheniak
Digital Strategist: Amsha Kalra
Production company : Division
Director: François Rousselet
Executive producer: Jules de Chateleux
Editor: Tom Lindsay, Trim Editing
DOP: Matias Boucard
Music: Da Da Ding – Gener8ion, feat. Gizzle (vocals)
Photographer: Aman Makkar