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.