Friday, February 23, 2007

Only Nike could do this

Just saw THE most amazing ad seen in a long time on Indian television. It's a minute long - maybe more - and doesn't mention or display the product at all. In fact, it's more a rivetting short film than an ad. Just that the Nike logo comes on in the last frame.

http://www.youtube.com/watch?v=Ib3WSzJyqVQ


The film starts with a typical Indian scene in what could be any Indian city - chakka jam! One enterprising boy slithers on to the roof of a bus. Another gets on to an adjacent bus and ... they start playing cricket. The shot hits a hoarding and then a balcony. Another hero rescues the ball, jumps on to a truck and proceeds to display some speed bowling.

And well, a lot of other stuff happens. Little details which you'll catch when you repeat view. Which I'm sure will be again and again and again.

Yes, this is all part of Nike's Cricket World Cup push. The company recently became the official apparel sponsor for Team India. A five year contract for which the company paid BCCI Rs 196 crores. The company is targeting sales of $1 billion in India for the next five years - and for that it needs cricket in its arsenal.

Internationally, Nike is no 1. A dominance which led the no 2 and no 3 players to merge with Adidas buying out Reebok. In India, it's quite the opposite. Reebok commands a 40% market share, Adidas 20% and Nike 15%. That looks set to change with this new, aggressive 'India' strategy from Nike.

Nike launched 'cricket footwea'r last August - the Air Zoom Yorker for fast bowlers and the Air Zoom Opener for batsmen. It will also soon launch 'official cricket merchandise' in the form of team jerseys and T-shirts, backpacks and kit bags. Hope to see some interesting designs as the new team jersey claims to draw on Indian heritage and cricket culture.

"The colors of the graphics on the team jersey take inspiration from the tricolor of the Indian national flag and represent speed and motion. The lettering and the seam lines of the garment is inspired by Indian architecture and brings together Indian heritage with contemporary styling."

Um, anything would be better than what they wear currently.

Anyways, good luck to Nike. Thank God they're not treating India like an idiot Third World market. The 'Cricket Crazy' film cost a LOT of money and captures the spirit of the game in this country. It will capture hearts. Now if only Nike can figure out the right price points to sell its gorgeous merchandise - they may well capture the market as well.

P.S. Just found the video on Youtube - the film is actually two minutes long. It was posted 1 day ago by a user named 'mindshareblr' - Mindshare Bangalore? Please let us know who made this fantastic film - when, where and how!

86 comments:

  1. Brilliant ad. It reminded me of the many football-centric ads that we've seen from Nike. The ad definitely has an international feel in its execution, yet the sights and sounds capture India and its passion for cricket. India is definitely in for some good sports-accessories related ads now.

    ReplyDelete
  2. Hey,
    That was a great ad. Thanks for mentioning it. I miss the cricket buzz and excitement happening in India now.But I am going to watch the Men in Blue live at Antigua ! :)
    Thanks once again for sharing the video. I simply loved it ! I thought the concept was similar to the Nike,Pepsi soccer ads in Brazil.

    ReplyDelete
  3. The placement of Nike logo is always very much subtle. If you look at the ad carefully, you will notice many of the players shoes, wrist bands etc. showing the logo, but yes, Perhaps only Nike could do it this way!

    ReplyDelete
  4. Super Ad...maza aa gya dekh ke.. truly representing the spirit of india and their passion fr the game..

    Good Luck India for World Cup

    Cheerz..!!

    ReplyDelete
  5. Nothing like it seriously :)

    Superb ad...

    ReplyDelete
  6. ill play the devils advocate ..
    lack of creativity that is how i would judge it ...they have just repeated what they did with the brazil football team on the airport and the tennis guys at times square....the shocker is ...does anyone remember the first Reebok commercial in India .The one with Azharuddin and Wasim Akram which celebrated the game of cricket .I would say nike just followed the ad ...

    ReplyDelete
  7. YOu know, lowmanslyrics has a point, even if inconvenient. The ad does borrow heavily from the brazilian football version, though having said, that I am not surprised too. There is no better comparison of the love of cricket than the craze for football in Brazil. maybe the agency found it the easiest way to convince the client to splurge on the budget, as they have. Truly an art director's dream.

    Admit it Rashmi, you wre just thrilled to see the ad set in Mumbai, feature BEST buses, and finally, accord India 'due' respect by creating a big budget, India centric ad.

    ReplyDelete
  8. i like to read whatever u have created.

    ReplyDelete
  9. I loved the ad as well and thankfully the Indian team players are not glorified in it...

    ReplyDelete
  10. Hi
    What a great cricket. Some were it happen in reality I enjoyed it. Best of luck to indian cricketer.
    If the dont play then make them play in galli.

    ReplyDelete
  11. don't buy nike if it ain't manufactured in india...let them make expensive ads and do anything..don't buy it unless it sets up a factory in india and
    reduce its unfair price..Indians have a psychology that foreign made goods are good but it's not that...buy goods which are made in india and fight unemployment..

    ReplyDelete
  12. Hey....nice thing to up on the blog. And moreover your blog is very informative, attractive keeping up with the pace of day today's events.

    ReplyDelete
  13. check out this one too...

    http://www.youtube.com/watch?v=pG903vzHr9g

    ReplyDelete
  14. Sorry for bringing in negativity guys...but let's not get carried away..!! Let's face it..the ad lacks a script. There's just too much happening on the screen...and what are they trying to show..?? It is an age old formula which almost every advertiser in this country has used (From..Coke..Pepsi...Anchor toothpaste...everybody.) It jst shows desperation of a brand to get on to TV with jst anything on Cricket. Atleast a sports brand should have shown something more authentic with a deeper message. Sorry guys...but your ad was a real disappoitment. I love the international commercials that Nike makes...but Nike in India still has a long way to go.

    ReplyDelete
  15. I don't really follow cricket, but then I totally second you on the verdict.. This one is Truly an AmAzInG advertisement I've seen in long long time.. Helps reinforce and keep the country/Cricket spirit high.. :)

    ReplyDelete
  16. Ricky:

    why bother analyzing an ad in such detail? I dont care if it was an age old formula or cliched stuff or whatever.

    It was a fun ad, I smiled as i watched it (twice, so far) and I will pass it on to others. I didn't sit to look for a "deeper message". IT WAS AN AD. short for ADVERTISEMENT. To promote their products. Maybe you confused it with a Public Service Announcement?

    Over-analysis kills fun. If you've ever experienced that.

    Those who think their shoes are worth it will buy them. I did, last year, and in spite of paying what I thought was an embarassing amount, it has easily been the best pair I've ever owned.

    ReplyDelete
  17. i agree over analysis kills the fun. no one can deny the fact that in our country cricket rules ;) and we all love the game...(there is no point shying away)

    ReplyDelete
  18. all i know is its a great ad and it also features a version a famous Goan (konkani)song , originally done by Lorna..the most popular singer of goa....and i also want to know who is behind this great idea.

    ReplyDelete
  19. http://www.dnaindia.com/report.asp?newsid=1081886

    ReplyDelete
  20. hi....
    That was a nice ad.The first time i saw it i couldn't figure out what was it all abt. n the new Center fresh ad is also funny. if u haven't seen it just check it at youtube:
    http://www.youtube.com/watch?v=MZh2A2C7sHY

    ReplyDelete
  21. hello...
    i dint find the ad very appealing... though direction is jus brilliant only thing missing is motive.... but still this ad might become a hit.. as we dont give a damn about the motive.. ad should be good to see thats it.. nothin else matters... but it is not that appreciable as rashmi bansal has portrayed it in the above blog.

    ReplyDelete
  22. Media and sponsors pumping money into cricket is a great thing for both current and former Indian cricketers. I know when I used to be a kid in India, and whenever India won the match, I used to read the description in all the available newspapers.

    Cricketers earning a lot of money publicly is good thing, too. It tells our yougsters and students that talent and hardwork and bit of a luck is what counts and not just doing well in the exams at schools.

    Doing well gets you a ticket, but your talent decides the show that ticket is good for.

    ReplyDelete
  23. Truly Worldclass ad :)

    Rashmi have you chked India’s first Web 2.0 Hyper Aggregated Portal - Indy Chai the Beta version?!

    I think its Awesome + Simple!

    http://www.IndyChai.com

    ReplyDelete
  24. The ad has been done by JWT Bangalore Agnello Dias the Mumbai CD had something to do with it, I think. Produced by Ramesh Deo Productions it seems: http://www.rdpindia.com/

    ReplyDelete
  25. Check all details regarding this ad on link.

    http://specials.rediff.com/wc2007/2007/feb/27sld1.htm

    ReplyDelete
  26. The original catchy tune:

    http://web.music.coolgoose.com/music/song.php?id=183350

    The last photo-capture moment where the logo is prominent (it does appear in the slacks of the bowler when he 'shines' the ball), conveys the colour and madness of indian cricket perfectly well!

    ReplyDelete
  27. The ad sucks! Big time!
    A hand held camera is not a substitute for a good script...
    Theres hardly any story...even the background score isnt tht catchy...
    The ad might work in brand starved tier-2 cities,but not mumbai!

    ReplyDelete
  28. George Bernard shaw remarked "Advertisement is nothin but legalised robbery" We're proving him wrong...I would describe the Ad as one of Glocalisation ...Think Global but act local..This has to be done to understand the cultural chances that reckon by...Good concept and a even more amazin target audience

    http://404bloggernotfound.blogspot.com/

    ReplyDelete
  29. AWesome Ad...

    This was expected of nike.. Their soccer ads are too cool. I was wondering about it since their last cricket ad sucked big time.

    The link you have pointed to in youtube has spawned comments which can be a case study in human nature, BTW.

    And, my point of this comment... You have been Tagged!

    This is an activity in the bloghunt. You have to think back to your IIM-A days and post things you miss about it, and some of your favourite profs.

    Cheers!!

    ReplyDelete
  30. Smile lady, smile. Not one, two ladies smile when the left-handed batsman hit on his groin area. :-)

    ReplyDelete
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  32. Great ad,
    One querry about the music, what was she saying in the ad?

    ReplyDelete
  33. Check out the link below:

    http://www.ricky-readmymind.blogspot.com/

    Now that's what I call Brave advertising..!! Finally an ad that states the truth in the simplest of way.

    ReplyDelete
  34. One of the best ads of all time for me. Loved it the first time I saw it. Great music.

    ReplyDelete
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  36. Hmmm,i cant help but wonder how much Nike pay their staff in India though...

    ibiza

    ReplyDelete
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