"I cannot back down, I will not give up."
As part of Nike's new 'Just Do It' campaign the brand delves deep into Mumbai’s female athletes. The short film includes everyone from 21-year-old Indian national field hockey player Rani Rampal, to 30-year-old actress Deepika Padukone. Nike’s message echoes the idea that "female participation in sport helps to enhance a girl or woman’s self image."
“Da Da Ding” was created in collaboration with Wieden+Kennedy India and directed by French director François Rousselet. Tunes by Genera8ion, featuring American rapper Gizzle.