Nike’s latest ad featuring Indian sportswomen is taking the internet by storm.
The ad, titled “Da Da Ding”, lauded for its positive depiction of women in sport in India, was an instant hit. Since its release, the video has garnered three million views on YouTube and millions of shares on social media.
Top female athletes representing popular sports are shown working out and competing fiercely in crowded city streets and inhospitable, harsh terrains.
Hockey player Rani Rampal plays the starring role alongside sprinter Shweta Hakke, footballer Jyoti Ann Burrett and cricketers Harmanpreet Kaur, Smriti Mandana and Shubhlakshmi Sharma. Actor Deepika Padukone too makes an appearance, harking back to her early days as a badminton prodigy.
Nike ads typically feature the biggest names in sports, but this deviation is shining a light on some lesser-known athletes. Women athletes in this cricket-crazed nation have particularly struggled to gain prominence on par with their male counterparts. But this ad hopes to change that.
Padukone, who played national-level badminton before turning her to acting, said, “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.”
“Two years ago, I struggled with depression. I was sinking. I almost gave up,” the 30-year-old actress wrote on her Facebook page. “But it was the athlete in me that gave me the strength to fight and never ever give up! And so I want to say to every girl and every boy and every woman and every man...play a sport...because it changed my life...and it will change yours too!.”
Created in collaboration with Wieden+Kennedy India, directed by French director Francois Rousselet, and set to a thumping anthem by Genera8ion, featuring American rapper Gizzle, “Da Da Ding” charts the rise of women sport across a diverse range of passions.
The music video urges the next generation to break conventions and define their own success by bringing sport into their lives.
With inputs from PTI