Nike Advertising Raises Debate In India

In July of this year, Nike In India, a woman sports product advertisement "Da Da Ding" was launched.

The advertisement is cool and hot, with a strong melody, ranking the top ten in the women's affirmative advertising released by YouTube this year, and the click through rate is faster than 1 million in a short time.

However, less than a month after the advertisement was broadcast, a big debate was launched on the Internet. Supporters believe that Da Da Ding shows the courage of women in India to challenge themselves. Opponents thought the advertisement was intended to promote women. Sports products Completely ignoring India's national conditions. In fact, in most women's lives in India, competitive sports remain the patent of the elite class.

India women of general class not only have no condition to participate in sports, but also can not afford expensive Nike shoes.

So some netizens mixed the scenes of daily work of rural women in India, including the movement of bricks, arable land and top cargo, with Nike advertisements, and launched another video "Da Da Ding: The Other Women", which was published on YouTube.

Netizens generally praised the video not only reflects the living conditions of rural women in India, but also very cleverly clipping.

At the same time, some netizens also said that "Da Da Ding: The Other Women" mainly reflects the daily labor of rural women in India, and they spanmit the positive energy of society just like female athletes in Nike advertisements. Although the women in the video are poor, they are hardworking, strong and optimistic. They can engage in physical labor like men (bricks, arable land and freight), which is also consistent with the positive spirit advocated by Nike.

But Nike's advertising only pays attention to the sports market of the elite in India and ignores the working masses. market It's unwise.

Are there really big markets for rural women in India?

According to a survey by Accenture, women will become the main consumer groups in rural India. The reasons are as follows:

Compared with urban women, 35% of rural women are more willing to work to support themselves (the proportion of urban women is 21%), and the economy is more independent.

Many women in India do not have independent purchasing power in their families. In rural areas, 37% of women expressed their right to independent purchase in their families.

84% of rural women are used to shopping in towns, 60% of rural working women and 67% of non working women believe in brand effect.

Nowadays, more and more India enterprises, such as Flipkart, Snapdeal, Infibeam and Paytm, realize the value of rural and female markets, and have formulated market plans for remote rural areas and women's services. It is believed that with the progress of rural infrastructure construction (power and network) in recent years, the demand for rural women in India will become a new hot spot in the market.

In recent years, many sporting goods companies like Nike and Lining have been working hard in India. Rural areas and women should be focused on the market.