Top Story

e4m_logo.png

Home >> Advertising >> Article

JWT gives Nike a Mean Street TV campaign

28-February-2007
Font Size   16
Share
JWT gives Nike a Mean Street TV campaign

Nike India has unveiled its latest ad campaign ‘Nike Mean Street’ and the creative, that has many talking at present, is every bit as superior in quality as some of the international Nike advertising. JWT Bangalore is the agency and the creative brain behind the campaign is Agnello Dias. Abhinav Deo has produced the film.

Even as the campaign is released just prior to Cricket World Cup 2007 and will be on-air for the next two months, across television, internet and cinema and Nike is a sponsor too, Sanjay Gangopadhyay, Director-Marketing, Nike India, clarifies that the campaign is not as much about the World Cup, as it is about cricket per se.

According to Gangopadhyay, the marketing programmes are not uni-dimensional. He said, “There are different ways in which Nike will be manifesting its relationship with cricket. From the timing perspective, cricket fever is on the peak and we are talking cricket. However, the ad has not been created to say it is an ad around the World Cup ’07. Thus we are not saying ‘go India, do the country proud’.”

Dhunji Wadia, Senior VP & GM, JWT Bangalore, seconded this view stating that the film is about “pure, unadulterated cricket”. He elaborated, “The creative execution features cricket crazy 15-17-year olds who play a tough game of cricket giving us scope to make the action really dramatic. Advertising and other imagery regarding cricket in India has revolved around either the cricket stars or really sweet kids playing street cricket. However no one has truly managed to capture the way the game is really played on the streets of India,” said Wadia.

The campaign is around boys actually playing a hard and tough game who can swing a mean ball or drive a bludgeoning bat on the ‘maidans’ and gullies of India. “And these are guys really, truly, unabashedly representing the passion for the game in India” remarked Wadia.

The TVC also features Sreesanth and Zaheer Khan along with under-19 players Ryan Ninan and Uday Kaul who are Nike athletes.

Tags

We speak to Punit Misra, CEO, ZEEL, Domestic Broadcast Business, on Zee TV’s new look, its aim and the shaping up of domestic business

This exercise will take the channel to the next level: Siju Prabhakaran, Cluster Head – South Business, Zee Entertainment Enterprises Limited

With Shikhar Dhawan as their brand ambassador, a partnership with NBA and FIFA and a Rs.10 crore marketing budget, this sporty start-up is moving strength to strength.

In an interaction with exchange4media, Sinha, the Country Head at Epsilon shared insights on the growth of Epsilon, integration of Artificial Intelligence and the future of other conventional mediums of marketing

The awards which saw over 816 entries were adjudged by a distinguished jury of around 211 industry leaders through intensive judging sessions across the country

22feet Tribal Worldwide to handle digital marketing while DDB MudraMax to handle on-ground promotions, venue management and logistics management

While market charges access fee to provide HD channels, DishTV will now give the access to popular HD channels to all subscribers