Client
Nike
COMPANY
W+K Delhi
ROLE
Lead Strategist, Comms strategist, Cheerleader
Inspiring the girls of India to be unstoppable through the lens of sport
THE TASK
This was Nike India’s first campaign ever. More importantly, it was a Just Do It campaign—one meant to inspire and motivate. It was not about products, it was about spirit. We were charged with igniting the Nike spirit in the youth of India, especially girls.
THE PROBLEM
Playing sport was viewed as a distraction to success in academics and ultimately, life. It was also a boy’s hobby. After the age of 10 or so, girls do not play sports. It made them sweat, their bodies too muscular, and their skin too dark.
the TRUTH WAS SPORT CULTIVATES A MENTALITY OF RESILIENCE, DRIVE AND SELF-BELIEF THAT’LL help HER achieve success in every aspect of life
THE JUST DO IT CAMPAIGN TURNED INTO A CULTURAL PHENOMENON AND Award winning MUSIC VIDEO KNOWN AS DA DA DING.
