MUMBAI: Music videos promoting a campaign have the ability to emote better, and throughout its existence so far, multi-national sporting goods giant Nike has crafted the art to excellence. The latest effort brought all the women sports personalities of India together to support a cause that had long been asking for sincere attention.

The newest initiative arrives in the form of a music video – as part of Nike’s new ‘Just Do It’ campaign – features former athlete/Bollywood star Deepika Padukone, national field hockey player Rani Rampal, footballer Jyoti Ann Burrett, cricketer Harmanpreet Kaur and several other sports’ personalities from the country. The anthem ‘Da Da Ding’ – a collaboration of French musician Genera8ion and American rapper Gizzle – acts as the ideal thumping sound to Nike’s ultimate intentions with the campaign.

Set loosely on the street hip-hop vibe, the essence of the music video would motivate one to put on running shoes and hit the tracks, or as the video diversely suggests pushing yourself harder to achieve that impossible goal. Padukone and co., through the campaign, urge India’s next generation to break conventions and define their own success by bringing sport into their lives.

Globally, Nike continues to reach out to its loyal consumers and wider spaces through unique videos and collaborations involving famous sports personalities, however, the ‘Da Da Ding’ becomes the company’s biggest effort involving all the sports.

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