{"id":2693,"date":"2016-08-07T17:33:38","date_gmt":"2016-08-07T17:33:38","guid":{"rendered":"http:\/\/www.thebrandingjournal.com\/?p=2693"},"modified":"2023-06-27T09:39:15","modified_gmt":"2023-06-27T09:39:15","slug":"nike-ad-viral-dadading-india","status":"publish","type":"post","link":"https:\/\/www.thebrandingjournal.com\/2016\/08\/nike-ad-viral-dadading-india\/","title":{"rendered":"Nike India takes \u201cjust do it\u201d to another level as new ad goes viral"},"content":{"rendered":"<p><strong>Nike\u2019s first Indian campaign Da Da Ding has gone viral, taking the brand to a different level and pushing the boundaries of brand communication cross channels.\u00a0Just do it \u2013 just did it in India. <\/strong><\/p>\n<p>Nike aims to raise the bar when it comes to their brand and focusing on their marketing over the years, they have never lost sight of what their brand can mean to so many different people.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.thebrandingjournal.com\/2016\/08\/nike-ad-viral-dadading-india\/#1_Overview\" >1. Overview<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.thebrandingjournal.com\/2016\/08\/nike-ad-viral-dadading-india\/#2_The_Nike_experience\" >2. The Nike experience<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.thebrandingjournal.com\/2016\/08\/nike-ad-viral-dadading-india\/#3_More_than_a_product\" >3. More than a product<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"1_Overview\"><\/span>1. Overview<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Nike produced a music video thumping shot of \u201cthe ultimate girl sport squad\u201d.\u00a0 All designed to promote Nike+ Training Club events and Nike+ Run Club session in Mumbai and beyond.<\/p>\n<p>The video is set in India features famous women athletes. \u00a0Such as Indian national field hockey player, Rani Rampal and Jyoti Ann Burrett, the youngest member of India\u2019s national women\u2019s football team.\u00a0 The twist that Nike have added is to show the girls competing in an un-girl like manner. \u00a0What&#8217;s more it&#8217;s to a music beat which is not something you might expect.<\/p>\n<p><iframe loading=\"lazy\" title=\"Nike: Da Da Ding - Wieden+Kennedy, Delhi\" width=\"1200\" height=\"675\" src=\"https:\/\/www.youtube.com\/embed\/2YDrgoRpic8?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" allowfullscreen><\/iframe><\/p>\n<p>Nike are pushing the boundaries.\u00a0 They are showing the strength of their brand and their position within the marketplace.\u00a0 In one sense they are almost marking their territory.<\/p>\n<p>Like it or not, they are here.<\/p>\n<p><a href=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/07\/Nike_India_campaign_the_branding_journal_4.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-2699 size-full\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/07\/Nike_India_campaign_the_branding_journal_4.jpg\" alt=\"Nike_India_campaign_the_branding_journal_4\" width=\"660\" height=\"351\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/07\/Nike_India_campaign_the_branding_journal_4.jpg 660w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/07\/Nike_India_campaign_the_branding_journal_4-300x160.jpg 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/07\/Nike_India_campaign_the_branding_journal_4-380x202.jpg 380w\" sizes=\"auto, (max-width: 660px) 100vw, 660px\" \/><\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"2_The_Nike_experience\"><\/span>2. The Nike experience<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Nike are great at creating memorable brand experiences and this new advertising campaign is just that.\u00a0 According to their own press release adequately named after the music video \u201cDa da ding\u201d, India is a country in which athletics have remained male dominated.<\/p>\n<p>What Nike has done through their ad is highlight those female athletes who don\u2019t get the recognition they deserve.\u00a0 To push their branding in a positive way whilst at the same time let them enter into new territory and raise the bar.<\/p>\n<p>They used the sociological findings into this field to help support their decision making and rationale behind the campaign.\u00a0 They\u2019ve highlighted what was found in the research such as altering a woman\u2019s self-image. \u00a0Also including feelings of control, competency and strength.<\/p>\n<p><a href=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/07\/Nike_India_campaign_the_branding_journal_5.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-2700 size-full\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/07\/Nike_India_campaign_the_branding_journal_5.jpg\" alt=\"Nike_India_campaign_the_branding_journal_5\" width=\"1600\" height=\"1013\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/07\/Nike_India_campaign_the_branding_journal_5.jpg 1600w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/07\/Nike_India_campaign_the_branding_journal_5-300x190.jpg 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/07\/Nike_India_campaign_the_branding_journal_5-1024x648.jpg 1024w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/07\/Nike_India_campaign_the_branding_journal_5-768x486.jpg 768w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/07\/Nike_India_campaign_the_branding_journal_5-1536x972.jpg 1536w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/07\/Nike_India_campaign_the_branding_journal_5-380x241.jpg 380w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/07\/Nike_India_campaign_the_branding_journal_5-800x507.jpg 800w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/07\/Nike_India_campaign_the_branding_journal_5-1160x734.jpg 1160w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\" \/><\/a><a href=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/07\/Nike_India_campaign_the_branding_journal_3.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"alignright wp-image-2698 size-full\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/07\/Nike_India_campaign_the_branding_journal_3.jpg\" alt=\"Nike_India_campaign_the_branding_journal_3\" width=\"768\" height=\"432\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/07\/Nike_India_campaign_the_branding_journal_3.jpg 768w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/07\/Nike_India_campaign_the_branding_journal_3-300x169.jpg 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/07\/Nike_India_campaign_the_branding_journal_3-380x214.jpg 380w\" sizes=\"auto, (max-width: 768px) 100vw, 768px\" \/><\/a><\/p>\n<div class=\"thebr-posts-end-2\" style=\"text-align: center;\" id=\"thebr-2551733604\"><div id=\"thebr-2987366075\"><a class=\"advanced-image\" href=\"https:\/\/edu.thebrandingjournal.com\/ultimate-brand-building-system-marketers?utm_source=website&#038;utm_medium=banner&#038;utm_campaign=course_articles&#038;utm_content=blue_arrow\" data-bid=\"1\" data-no-instant=\"1\" rel=\"noopener\">\r\n    <picture>\r\n        <source media=\"(max-width: 991px)\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/12\/TBJ-Brand-Building-System-Blue-Arrow-300x250-1.gif\" type=\"image\"\/>\r\n        <source media=\"(min-width: 992px)\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/12\/TBJ-Brand-Building-System-Blue-Arrow-600-x-300.gif\" type=\"image\"\/>\r\n        <img decoding=\"async\" class=\"banner\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2025\/12\/TBJ-Brand-Building-System-Blue-Arrow-600-x-300.gif\" alt=\"Course image\"\/>\r\n    <\/picture>\r\n<\/a>\r\n<\/div><\/div><h2><span class=\"ez-toc-section\" id=\"3_More_than_a_product\"><\/span>3. More than a product<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>What Nike has created over the years is more than simply a product, they\u2019ve created brand loyalty.\u00a0 What\u2019s more they\u2019ve created it so strongly that once a Nike customer, it is almost certain that they will remain a Nike customer.<\/p>\n<p>In the new video the athletes alongside Nike are urging India\u2019s next generation to break conventions and define their own success by bringing sport into their lives.<\/p>\n<p>\u201cCreated in collaboration with Wieden+Kennedy Delhi,\u00a0directed by French director Fran\u00e7ois Rousselet\u00a0and set to a thumping anthem by Gener8ion, featuring American rapper Gizzle, \u201cDa Da Ding\u201d charts the rise of female sport across a diverse range of passions, including basketball, football, running, training and India&#8217;s\u00a0national obsession:\u00a0cricket.\u201d<\/p>\n<p><a href=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/07\/Nike_India_campaign_the_branding_journal_6.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-2701 size-full\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/07\/Nike_India_campaign_the_branding_journal_6.jpg\" alt=\"Nike_India_campaign_the_branding_journal_6\" width=\"1600\" height=\"1178\" srcset=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/07\/Nike_India_campaign_the_branding_journal_6.jpg 1600w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/07\/Nike_India_campaign_the_branding_journal_6-300x221.jpg 300w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/07\/Nike_India_campaign_the_branding_journal_6-1024x754.jpg 1024w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/07\/Nike_India_campaign_the_branding_journal_6-768x565.jpg 768w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/07\/Nike_India_campaign_the_branding_journal_6-1536x1131.jpg 1536w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/07\/Nike_India_campaign_the_branding_journal_6-380x280.jpg 380w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/07\/Nike_India_campaign_the_branding_journal_6-800x589.jpg 800w, https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/07\/Nike_India_campaign_the_branding_journal_6-1160x854.jpg 1160w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\" \/><\/a><\/p>\n<h4>4. Helping hand<\/h4>\n<p>Of course not all of the viral success can be attributed to Nike.\u00a0 Famous Bollywood star, Deepika Padukone who features heavily in the video promoted the ad on her Facebook page. \u00a0\u201cSport has taught me how to survive! It has taught me how to fight! It has made me unstoppable!\u00a0<a href=\"https:\/\/www.facebook.com\/hashtag\/justdoit?source=feed_text&amp;story_id=1134552296618872\">#\u200eJustDoIt<\/a>\u201d<\/p>\n<p>Nike has achieved huge success already with this campaign. \u00a0With a number of consumers tweeting Nike to let them know of their support and also how grateful they are that Nike has brought this issue to the forefront.<\/p>\n<p>Whichever way it is viewed Nike&#8217;s brand is going from strength to strength. \u00a0With this new video they are certainly placing themselves as the leader in this sector \u2013 especially in the minds of their target audiences.<\/p>\n<p><em><strong>References:<\/strong> <a href=\"https:\/\/news.nike.com\/news\/da-da-ding\" target=\"_blank\" rel=\"noopener\">Nike<\/a>,\u00a0<\/em><em><a href=\"https:\/\/www.brandchannel.com\/2016\/07\/14\/nike-india-da-da-ding-071416\/\" target=\"_blank\" rel=\"noopener\">Brand Channel<br \/>\n<\/a><\/em><strong><em>Pictures from: \u00a0<\/em><\/strong><em>Nike,\u00a0<\/em><em>Brand Channel<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"Nike\u2019s first Indian campaign Da Da Ding has gone viral, taking the brand to a different level and&hellip;\n","protected":false},"author":15,"featured_media":2697,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"Nike\u2019s first Indian campaign has gone viral, taking the brand to a different level and pushing the boundaries of brand communication cross channels.","_seopress_robots_index":"","om_disable_all_campaigns":false,"_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","footnotes":""},"categories":[7,4],"tags":[629,203,630,293,76],"ppma_author":[757],"class_list":{"0":"post-2693","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-advertising","8":"category-news","9":"tag-asia","10":"tag-brand-extension","11":"tag-india","12":"tag-nike","13":"tag-social-media","14":"cs-entry","15":"cs-video-wrap"},"taxonomy_info":{"category":[{"value":7,"label":"Advertising"},{"value":4,"label":"News"}],"post_tag":[{"value":629,"label":"Asia"},{"value":203,"label":"brand extension"},{"value":630,"label":"India"},{"value":293,"label":"nike"},{"value":76,"label":"social media"}]},"featured_image_src_large":["https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/07\/Nike_India_campaign_the_branding_journal_2.jpg",768,384,false],"author_info":{"display_name":"Amanda Wright","author_link":"https:\/\/www.thebrandingjournal.com\/author\/amanda-w\/"},"comment_info":0,"category_info":[{"term_id":7,"name":"Advertising","slug":"advertising","term_group":0,"term_taxonomy_id":7,"taxonomy":"category","description":"Discover the latest insights and strategies in advertising to boost your brand's visibility. Read our comprehensive articles on advertising to stay ahead of trends, learn innovative techniques, and hit your marketing goals.","parent":692,"count":29,"filter":"raw","cat_ID":7,"category_count":29,"category_description":"Discover the latest insights and strategies in advertising to boost your brand's visibility. Read our comprehensive articles on advertising to stay ahead of trends, learn innovative techniques, and hit your marketing goals.","cat_name":"Advertising","category_nicename":"advertising","category_parent":692},{"term_id":4,"name":"News","slug":"news","term_group":0,"term_taxonomy_id":4,"taxonomy":"category","description":"","parent":0,"count":95,"filter":"raw","cat_ID":4,"category_count":95,"category_description":"","cat_name":"News","category_nicename":"news","category_parent":0}],"tag_info":[{"term_id":629,"name":"Asia","slug":"asia","term_group":0,"term_taxonomy_id":629,"taxonomy":"post_tag","description":"","parent":0,"count":3,"filter":"raw"},{"term_id":203,"name":"brand extension","slug":"brand-extension","term_group":0,"term_taxonomy_id":203,"taxonomy":"post_tag","description":"","parent":0,"count":7,"filter":"raw"},{"term_id":630,"name":"India","slug":"india","term_group":0,"term_taxonomy_id":630,"taxonomy":"post_tag","description":"","parent":0,"count":1,"filter":"raw"},{"term_id":293,"name":"nike","slug":"nike","term_group":0,"term_taxonomy_id":293,"taxonomy":"post_tag","description":"","parent":0,"count":1,"filter":"raw"},{"term_id":76,"name":"social media","slug":"social-media","term_group":0,"term_taxonomy_id":76,"taxonomy":"post_tag","description":"","parent":0,"count":2,"filter":"raw"}],"authors":[{"term_id":757,"user_id":15,"is_guest":0,"slug":"amanda-w","display_name":"Amanda Wright","avatar_url":"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2019\/10\/Amanda-W.jpg","0":null,"1":"","2":"","3":"","4":"","5":"","6":"","7":"","8":""}],"_links":{"self":[{"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/posts\/2693","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/comments?post=2693"}],"version-history":[{"count":5,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/posts\/2693\/revisions"}],"predecessor-version":[{"id":10619,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/posts\/2693\/revisions\/10619"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/media\/2697"}],"wp:attachment":[{"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/media?parent=2693"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/categories?post=2693"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/tags?post=2693"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/ppma_author?post=2693"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}