Rashmi Bansal points us to a stunning short film from Nike set in a traffic-jammed Indian street.
Rashmi says on the Youth Curry blog:
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.
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What a crappy ad..!! Nike in India still has a long way to go. There’s just too much happening on the screen…and what are they trying to show..?? Let’s face it..the ad lacks a script. 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.
February 24th, 2007 at 1:43 am
what a wonderfull and fantastic ad. it has all the right ingradients like great music,excellent recall value,uniqueness and it will strike the right chord of the target audience which is male indian in the age group of 10 to 26 years. it shows that nike is serious about cricket and also displays the cricketing stuff it is offering to the indian market. thumbs up and way to go nike
February 27th, 2007 at 4:16 am
It was great when Nike ran ‘tagged’, a couple of years back. That was the concept when a single guy is tagged and the entire city ends up playing.
But that was good when it was all those years ago. Rehashing that same ad and then airing it in India… a country that’s winning Gold in Cannes for its creativity… I think this should require a serious thought from the management at Nike.
February 27th, 2007 at 4:34 am
I think the ad actually works. The people watching this ad are going to be people who love cricket and play cricket, more often than not, play it on a side street and not in a stadium.I really cant speak for the 20 odd ad critics watching it, but for the other billion, it might work. The problem for Nike is making sure they have a shoe at a price point the guys in the ad can afford.
March 4th, 2007 at 11:25 am
You guys who are criticizing this ad are just stupid ignorant people who probably have never played cricket on the street and/or don’t know squat about the spirit of cricket in India.
Someone said ‘There is too much happening on the screen. It lacks a script’. There is a whole sequence in this ad that you would have noticed if you seen it properly. It looks random but actually there is a proper game going on. Plus who cares, that’s how gully cricket is played, in total chaos.
One more person said ‘rehash’ and compares it to stuff winning something at Cannes. Who cares if it is a rehash, I disagree that it is a rehash, but actually who cares. The rest of the world will not understand this ad. This ad is for the people of India who have played in the streets and know what it’s like…
This ad is just way cool and if you watched it a few more times you’ll realize how much it rocks!!!
March 5th, 2007 at 4:58 am
hey its a cool ad n m seeing this kinda ad after a long time …….gr8 ad really shows d true spirit of indian gully cricket …..it think this is gonna work for nike …. as doggie worked for hutch ……hope it also works for indian team in world cup ……cheers gr8 going
March 7th, 2007 at 3:33 am
whowever is trashing this ad as no sense. prhalad kakkar has called it a good add, alyque padamshree has sadi tha is one ad he wld have liked making.. and critics haveofficially callled it one of the best ads by nike
March 11th, 2007 at 4:16 pm
so thisis for all the ppl thatare repeatedly been criticising the commercial …..i fully agree with ozzy this is exactly how gully cricket is played … jab tak do char sheeshe na tooten tab tak mazaa nahin aata if u guys ever played like u would know and this is the rite way to win the market share by capturing the hearts of real indians by potryaing them in commercials and not something that is scripted and me by ppl who don’t the diff between inswing and outswing …. dwell on that … pc
March 12th, 2007 at 8:00 pm