Nike Wants India Girls Who Love Singing And Dancing To Love Sports As Well.

India is a nation that loves singing and dancing, but it is not too cold for sports. Especially in the conservative and gender unequal situation, there are not many women who are keen on Sports in India.

However,

In order to change the status of women's sports in India, I want to put a cool and interesting label on sports.

In the latest commercials of Nike India, they found many India women embodying sportsmanship, showing the charm of India women in sports and the diversity of their sports in the melodic Da Da Ding melody.

There are also many sports stars in the advertising film. India national hockey player Rani Rampal, surfer Ishita Malaviya, and India film actor and former national team badminton player Deepika Padukone are among them. The combination of these three people has a name: "the ultimate girl sports team" (the ultimate girl sport squad).

Female athletes taking part in India shooting

This cool, hot advertising film, rap singer Gizzle's "Da Da Ding" theme song is worth listening to.

Nike wants to encourage India's next generation to break the traditional image of "Sports" in people's hearts through the new advertising film, to integrate sports spirit into daily life, and even to redefine what is successful.

This promo is made by W+K (Wieden+Kennedy).

W+K represents Nike's advertising business in 8 countries around the world, but this is the first commercials W+K India made for Nike India.

In order to give sports a cool, more interesting temperament, the advertising film not only invited some sportsmen India women athletes, but also invited many famous figures.

And musicians to participate in the production, including highly talented rap singer Gizzle, French director Fran OIS Rousselet and well-known producer Genera8ion.

In addition, photographer Aman Makkar also made personal portraits or images for daily athletes, national athletes and coaches of Nike training camps, and also released on social media such as Instagram and Dubsmash. Some athletes talked about the changes brought by sports to their lives and encouraged more people to join in sports.

In the video, Deepika Pakudone, the former national badminton player as actress, owes everything she owes to years of physical training: "my goals, my commitments, my focus, my dedication, my self-discipline, my efforts, my hard work..."

All this I taught by physical education.

It taught me how to meet success and how to face failure. It also taught me how to fight, to make me strong and unstoppable.

At the age of 15, Rani Rampal, the youngest National Ice athlete in India, also believes that sports help her build confidence and extend her dream.

"The birth of a small city has never stopped me from moving forward. Every time I win a medal, it will enable me to face the world with greater strength and confidence."

Rani Rampal

Nike's marketing campaign in India is to encourage women to improve their self-image and self-management through sports.

Of course, the ultimate goal is to please female consumers.

In recent years, female consumption

It is seen as a new growth driver in the sports market.

Since Nike launched the "Nike Women" strategy in New York in October 2014, it announced that it had officially entered the women's sports market, and then began a series of marketing campaigns specifically targeting women.

In November 2014, Nike first opened the offline female experience shop, attracting a group of female consumers who love sports.

In July 2015, Nike in New York SOHO area for the female Nike VIP users to create a senior fitness studio "Nike 45 Grand", female users can experience Nike+ Running, Nike+ Training Club and other digital service space, but also get the top trainers on-site counseling.

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Nike 45 Grand internal

In April 2015, Nike launched the Better for it, a large marketing project targeting female consumers. It began to tell more about sports experience in everyday sports from the perspective of civilian women, and encouraged them to persevere in sports.

In addition, in order to expand the communication effect, the "Better for it" marketing activities also held large-scale offline activities around the world, including the global Nike Women women's road running series, N+TC (Nike+ Training Club) Tour fitness experience activities and so on.

In 2016, Nike Women will play more and more, and directly launched an original drama "Margot vs Lily: big house girl vs vs fitness maniac", which started content marketing in the field of film and television.

This kind of marketing approach that is close to life and easier to be emotional has great power in female consumers.

"Margot vs Lily: big house girl vs fitness maniac"

The play is 8 minutes per episode, which has been launched since February 23rd, and has been updated to eighth episodes. Youtube has watched nearly 20 million times.

You can feel the sister's bet between the bodybuilding maniac and the lazy cancer patient through the trailer. Of course, the theme is still the "Better for it" advocated by Nike.

Nike is rapidly occupied the female sports market through integrated marketing communication, offline experience activities and Nike+ digital platform.

Data show that as of October 14, 2015, Nike's female product line's revenue reached $5 billion 700 million.

Nike's goal is to achieve annual revenue of $11 billion in the 2020 fiscal year, which will account for 1/5 of total annual revenue.

To achieve such a big goal, India, which has one billion of the consumer population, is naturally a market that can not be missed.

The question is, can Nike really change the life and culture of women in India?