A BEST bus in a quintessential gali of Mumbai! A chicken perched on the bus top visibly irritated by the sudden appearance of an energetic youngster ready to bowl as others join in this fervor breaking clear of the traffic jam trying to hit mind-blowing shots on the streets, the ball unabashedly landing in someone's cup of tea or at times even hitting a billboard, landing on a balcony where another enthusiast is quick to grab a catch while jumping out of the balcony endorsing his participation with gusto. An elephant now chips into the fun. A Parsi Statue with a finger raised towards the sky, as the umpire completes this unusual entertainment. Amidst all this action appears a logo `Just Do It'. That's not all; this entire magic is being watched by billions across the globe in utter amazement including two celebrity onlookers Sreesanth and Zaheer Khan.
Shot
on the sets of filmmaker Madhur Bhandarkar's Traffic Signal, the above
piece is just an excerpt from a well-etched out campaign by Nike, the world No.
3 with a market share of 25% in the Rs. 400 cr branded sportswear department and
the official apparel sponsor of the Indian cricket team for the ICC World Cup
2007.
Designed
and developed by JWT Bangalore the campaign is Nike's second Indian commercial
attempted with a budget of Rs. 1 cr and above. The advertisement was clutter breaking
for more reasons than one. First, because it was a meticulously planned out campaign
developed in a span of three days by creative director and copywriter Agnello
Dias, filmed by Abhinav Deo (Surf Excel fame), and music composed by Bollywood
composer, Ram Sampat. |
