Nike has rolled out a new film that celebrates female athletes from India. The film has been conceptualised by Nike in collboration with Wieden+Kennedy India. It premiered on TV during a film awards ceremony on 10 July.
The film is set to a track titled 'Da Da Ding' by Genera8ion (featuring American rapper Gizzle), which works as a wake up call for the athletes.
It features actor Deepika Padukone and Indian women athletes such as Rani Rampal (hockey) alongside footballer Jyoti Ann Burrett and cricketers Harmanpreet Kaur, Smriti Mandana and Shubhlakshmi Sharma. The athletes are shown training as a message is delivered to India’s next generation of women: break conventions and define your own success by bringing sport into your lives.
Agency: Wieden+Kennedy India
Director (film): François Rousselet
Anthem: Genera8ion, featuring American rapper Gizzle
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Spokesperson confirms the cost cutting does not include additional staff reductions.