The recently launched Nike campaign featuring Deepika Padukone has taken the social media by storm. The campaign titled ‘Da Da Ding’ under the ‘Just Do It’ campaign has garnered over 2.8 million views on You Tube. Featuring Deepika Padukone, alongside other leading women athletes, the film urges India’s next generation to break conventions and define their own success by bringing sport into their lives. The video highlights the strength, discipline and confidence a sportsman possesses.
You can watch the video here:
In a country where athletics has always been male-dominated and sports has always been about cricket, the brand takes a different stand, by cheering for girl power and letting female athletes take the centre stage. This is Wieden+Kennedy’s first-ever campaign for Nike in India, since winning the business in 2015 after a competitive pitch. The film is directed by French director Francois Rousselet, and the anthem for the campaign is given by Genera8ion. The campaign also features American rapper Gizzle.
Even the popular social media channels like Snapchat, Facebook and Twitter are abuzz with the novelty of this campaign. The hastag #DaDaDing has been trending on Twitter for over a week now and it continues to be among the leading trends, especially in cities like Mumbai and Delhi.
The popularity of this campaign is largely due to its women-centric plot. The film challenges the stereotype and showcases women in a different light. It manages to bring out the stronger side of being feminine, far removed from the clichéd portrayal and strongly puts across the message that a woman’s resolve is far stronger than we claim to know.