Deepika Padukone’s Nike campaign launched earlier this month took the social media by storm. The campaign titled ‘Da Da Ding’ under the ‘Just Do It’ campaign has garnered more than 3 million views on You Tube. The film is an ode to the spirit of women athletes and urges India’s next generation to break conventions and define their own success by bringing sport into their lives.
As a response to this ad, YouTube channel Epic Spiritual has recently released a mashup video titled ‘Nike Da Da Ding: Other Women’, showing to the world, the other side by featuring everyday women and their struggles. These women are shown doing household chores, looking after family members and also working for sustainance and payment. The best part depicted is that they have been doing it sometimes without shoes, often barefoot, but always with a smile on their face.
The latest video is being widely appreciated for their realistic portrayal of women. Epic Spiritual claims that ‘they don’t own copyright to the footage and music. All copyrights belong to the respective owners’. The channel states, “The video is dedicated to all the women, who have been struggling in difficult conditions and doing things with a smile on their faces. Without any appreciation, any support or cooperation from their loved ones and definitely without any shoes that cost more than what they earn in a month.”
In a country where athletics has always been male-dominated and sports has always been about cricket, Nike took a different stand, by cheering for girl power and letting female athletes take the centre stage. This was Wieden+Kennedy’s first-ever campaign for Nike in India, since winning the business in 2015 after a competitive pitch. The video was shared from Deepika Padukone’s Facebook handle where she told her fans that two years ago when she was battling with depression, it was sports that helped her to fight it and survive.
However, experts pointed out that even though the song and the plot looked gripping, the film lacked realism. There is nothing new in the ad that actually spires up the attention. The same imagery has been used by other sports brand as well. Also the fact that since Deepika Padukone was used as the face of the campaign, it helped the video to get immense traction.
On the other hand, the take offered by Epic Spiritual is fresh and the mashup video done by them is an attempt to show the other side of women which actually exists along with the one done by Nike. The video has garnered more than 43,000 views on YouTube in a span of just two days. The video is getting a lot of appreciation for its holistic portrayal of women in the society.
Excerpt of conversations on social media: