When most people think of Indian Athletes, females rarely come to mind. Nike and ad agency Wieden+Kennedy are breaking through societal ideas of what it means to be a woman in India. In a country that traditionally portrays women as soft and delicate, Nike's 'Da Da Ding' commercial revels in the strength of female Indian athletes.
The new Nike ad, which is part of its 'Just Do It' campaign, is powerful as it attempts to "urge India’s next generation to break conventions and define their own success by bringing sport into their lives." The commercial features Bollywood actress Deepika Padukone along with a strong cast of sportswomen who dominate in number of athletic activities: cricket, soccer, field hockey, surfing, track and field, and personal training.
Not only is the ad timely, considering the Rio 2016 Summer Olympics is about to begin, it also ties in with the trend of young Indian women defying social norms. Being one of the first athletic brands to target female youth in India, Nike tap into a huge market, Indian women, while creating conversation around women's empowerment.