Women empowerment, that’s what the nation today is talking about and taking it a step further, hitting the nail right for the upcoming Olympics at Rio De Janeiro, Brazil, leading sports shoe brand ‘Nike’ launches its latest campaign, ‘Da Da Ding’.
The 2:52 minute video features Indian women sports leaders and sort of leading the pack of these strong women is Deepika Padukone donning her Badminton Cap and training hard. However it’s not the Bollywood Diva who steals that limelight here. She is placed equally with the other heroes including the Captain of the Indian Women’s cricket team Hamanpreet Kaur, Medium bowler Shubhalakshmi Sharma, Left hand batsman Smriti Mandhana, Squash player Joshna Chinappa, Athlete Shweta Hakke, Hockey player Rani Rampal, Miss Indian Premier League Gabriella Demetriades, Surfer Ishita Malaviya, Jaie Bhadane, ace pacer Naina Mansukhani, fitness trainer Swetha Subbiah, Footballer Jyoti Ann Burrett, youngest stott pilate trainer Namrata Purohit and London based Indian footballer Tanvie Hans who are making the nation proud and breaking the moulds created by the predominantly male dominating Indian society are the real stars of the campaigns.
That for us makes this campaign a winner all the way delivering the brand message just right.
That said, instead of Deepika, the brand could have easily opted for a more popular sport personality like Sania Mirza or Saina Nehwal and kept Bollywood at bay. If the product and the spirit of sportsmanship is what the focus was, why not? Padukone doesn’t distract here, as she is shown like one of the atheletes, however, she is glamour, she is Bollywood and no denying the fact that somewhere the presence of a Bollywood celeb creates a staged impression on the viewers mind. The film loses its honesty.
Technically speaking, the Video is shot extremely well that gives an adrenaline rush to the viewer. The mood is dark and hard hitting screaming that Women now don’t take No for an answer, do not loose hope, are go-getters and are breaking conventional boundaries. It inspires young girls to take up sports. The plot, concept, and the execution is spot on.
‘Da Da Ding’ was initially launched on the digital platform but now can also be seen on leading English channels. The Print campaign will be launched to with hoardings at premium locations in the nation.