Wieden & Kennedy's new campaign for Nike aims to revamp the way people see sports for women in India, to make working out look cool and inspiring. The brand's new music video shows women and girls dodging drying laundry as they play soccer in the streets, scampering over the roofs of cars stuck in traffic and pounding the pavement along the waterfront.
"Nike wanted to talk to girls to get them interested in sports," Mohamed Rizwan, creative director for Wieden in India, said. "During our research, we realized that the way people talk about women in sports in India is very sad. The image is very depressing when compared to men in sports. Most of the stories on women athletes are on how they struggled to get to the top."
But women athletes wanted to see a new portrayal, he said. "They wanted to be modern, and make sports more fun while being easily accessible, sexy and cool."
The film was shot by director FranÃ§ois Rousselet, who has done music videos for Kanye West and Depeche Mode. Lyrics for the catchy song, "Da Da Ding," were co-written by rapper Gizzle and Wieden & Kennedy India, which won the country's Nike account last year after a pitch. Actress Deepika Padukone, a former national level badminton player, appears, as does field hockey player Rani Rampal and surfer Ishita Malaviya.
"We did not want to be preachy," Mr. Rizwan said. "So we thought of making the ad film like a music video or a track that girls can work out on. If you see advertising across the globe, there is a whole new energy with how girls are spoken to, and we thought of following it. We aimed to make them a part of something bigger. Our strategy was to make them feel the power of sport, and make them go out for a run."
Recently, Reebok launched a series of videos with Bollywood celebrities working out, another campaign targeting Indian women and girls.
Devesh Gupta is a reporter for Ad Age India.