Tag Archives: India

Nike: Da Da Ding

Wieden+Kennedy (Delhi) wanted to tackle the issue that Indian advertising is still dominated by light-skinned women usually depicted in the home, leaving little to no inspiration for women who have no interest in being a housewife, or simply wish to enjoy sports and training. Sportswomen in particular are hugely under-represented in Indian advertising because girls are typically encouraged not to participate in anything that doesn’t benefit marital decisions or their assumed futures as mothers.

Mohamed Rizwan (Creative Director at Wieden+Kennedy, India) said:

Sport in India has a massive image problem, particularly for women. What we set out to do is give it a complete makeover by making it cool, accessible and fun. To that end, we commissioned some of the best image makers and musicians, and got together a crew of women that best represent sport in India right now.

Incorporating fierce sports stars, Indian pop culture and a catchy beat, this fantastic (and clasically Nike) ad was also accompanied by album artwork for the song “Da Da Ding”. W+K co-wrote the lyrics to “Da Da Ding” with Gizzle – at first glance, I assumed the song was a Missy Elliott number, but is in fact by Gener8ion feat. Gizzle. The fast-paced, inspiring song perfectly compliments the stars of the advert. These include national hockey player Rani Rampal, surfer Ishita Malaviya and former national badminton player (and Indian film actress) Deepika Padukone. The campaign is integrated in social media too, publishing the portraits below (by photographer Aman Makkar) of everyday athletes, national athletes and Nike NTC trainers on the popular networks Instagram and Dubsmash.

rani_rampal_native_1600deepika_padukone_native_1600

The Asian market often depicts sport as too masculine, a waste of time and not a suitable career option. However, all of W+K global offices work on Nike, and after W+K Delhi won Nike in 2015, they haven’t steered away from the celebration of female sports stars despite the culturural differences.

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British Airways India

Never thought British Airways would make me cry!!

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The saying ‘you are what you eat’ is true for these insects as stunning pictures show their abdomens changing colour as they sip on sugar drops.

Father of three Mohamed Babu set up the photographs after his wife, Shameem, showed him some ants had turned white after drinking spilt milk.

He gave the creatures the brightly coloured sugar drops and watched as their transparent stomachs matched the food they were eating.

 A good palette: Some of the ants even wandered from one colour to another, creating new combinations in their stomachsA good palette: Some of the ants even wandered from one colour to another, creating new combinations in their stomachs

Some of the ants even wandered from one colour to another, creating new combinations in their bodies.

Scientist Dr Babu, mixed the sugar drops with edible colours red, green, blue and yellow and placed them in his garden to attract the insects.

By placing them on a paraffin base the drops kept their shape when touched by the ants.

The 53-year-old discovered the ants preferred lighter colours such as yellow and green.

He said: ‘The idea for the photograph came to me after my wife showed me some ants that turned white sipping the spilled milk drops on our kitchen counter.

‘I shot the photo in my garden to take advantage of the natural lighting and set a paraffin sheet with coloured sugar drops near some ants.

‘Even though I could get enough of a crowd within a few minutes, it required several retakes to have a shot up to my satisfaction.’

Ring of colour: An ant's transparent abdomen shows the colour of the food they have eatenRing of colour: An ant’s transparent abdomen shows the colour of the food they have eaten

Dr Babu, from Mysore, in South India said:  ‘As the ant’s abdomen is semi-transparent, the ants gain the colours as they sip the liquid.

‘The secret is the paraffin base, which prevents the drops collapsing when the ants touch them.

‘I really toiled to get a photo. The crowd always used to become unmanageable within a few minutes and while I managed my camera with my right hand, my left hand was busy removing the extra ants.

‘Once I lost the chance, I could only repeat it the next day.’ he explained.

‘Curiously, the ants preferred light colours, yellow and green.

‘The darker green and blue drops had no takers, till there was no space around the preferred yellow and green drops.

‘So I put larger drops of yellow and green, and smaller red and blue, to get maximum saturation around all the colours.’

Eating their greens: The ants seemed to prefer lighter colours such as greens and yellow to darker bluesEating their greens: The ants seemed to prefer lighter colours such as greens and yellow to darker blues

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