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.
Why This Trend Is Growing
- Female Athletic Empowerment
- Opportunity for brands to redefine societal standards and break down traditional notions of femininity through ads and marketing aimed at female athletes.
- Sports and Gender Equality
- Changing cultural perceptions about gender and sports by featuring strong and powerful female athletes in ad campaigns, contributing to the larger goal of achieving gender equality in sports on a global scale.
- Marketing to Female Youth
- Addressing the needs and interests of India's young women through advertising campaigns and targeted brand messaging that places emphasis on empowerment through sports and physical activity.
Industries Being Reshaped
- Sports Apparel
- Providing athletic wear and footwear brands with an opportunity to expand their market share in India by specifically targeting women and supporting their empowerment both on and off the playing field.
- Media and Advertising
- Helping media and advertising companies promote messages of female empowerment in India by featuring inspiring stories of female athletes and highlighting the importance of gender equality in sports.
- Fitness and Wellness
- Encouraging fitness and wellness brands to diversify their outreach efforts and create campaigns that appeal to young female athletes in India and beyond, focusing on empowerment and strength as positive attributes of physical activity.
