NIKE PARALLEL JOURNEYS

TitleNIKE PARALLEL JOURNEYS
BrandNIKE INDIA
Product / ServiceNIKE CRICKET
CategoryA01. Best Use of Screens
EntrantJWT INDIA Mumbai, INDIA
Entrant Company JWT INDIA Mumbai, INDIA
Advertising Agency JWT INDIA Mumbai, INDIA
Media Agency MINDSHARE Bangalore, INDIA

Credits

Name Company Position
Meeta Bharvani Jwt India Client Services Director
Sudhir Nadig Nike India Digital Manager
Varun Puri Nike India Brand Connections Manager
Avinash Pant Nike India Marketing Director
Apurba Sengupta Rdp Films Producer
Abhinay Deo Rdp Films Director
Praveen Kumar Mindshare India Media Planning/Buying
Riya Joshua Mindshare India Senior Director - Exchange
M K Machaiah Mindshare India Principal Partner - Client Leadership South
Senthil Kumar Jwt India National Creative Director/Copywriter

Results and Effectiveness

10 Million + Viewers of Live TV were held captive by the big moment of India's first ball in the 2012 Cricket world cup. Nike Parallel Journeys broke into India's first ball in the World Cup, with an innovation in sound design that seamless transformed the commercial into live content. And many viewers called in to describe the unique experience calling it a revolutionary idea to merge advertising with real life. Thousands of fans who watched this broadcast commented on nikecricket.in and various sports social networks and of course the leap inspired millions of cricket crazy fans across India.

Creative Execution

The Media team ensured that Nike Parallel Journeys was the last commercial before India's fielding game began in the 2012 world cup live telecast on ESP Star Sports and Star Cricket. This strategic media placement of the TVC ended seamlessly in India's lead strike bowler Irfan Pathan running up to bowl India's first ball in the big game. The fact that the same bowler - Irfan Pathan was also running up among the various parallel journeys captured in the film, helped deliver a unique innovation where commercial met content and dreams became reality on LIVE Television. Vividly demonstrating that the culmination of every parallel journey across hundreds of cricket crazy Indians was indeed the Nike Team India Blue Jersey. #Bleed Blue

Insights, Strategy and the Idea

India is a journey you can’t complete in one lifetime. And yet, Nike Cricket sets out to capture the parallel journeys of India’s bloodline, which is not 15 players on the bench but A BILLION STRONG. THE CULMINATION: 10 MILLION+ LIVE TELEVISION MEDIA INNOVATION Nike Parallel Journeys broke into India's first ball in the 2012 Cricket World Cup, with an innovation in sound design that seamless transformed the commercial into live content. Demonstrating that the culmination of every parallel journey across hundreds of cricket crazy Indians was indeed the Nike Team India Blue Jersey. #Bleed Blue The parallel journeys of hundreds of cricket crazy Indians blurred into the final journey of Irfan Pathan, India's opening strike bowler as he ran up to bowl India's first ball in the 2012 cricket world cup. Irfan was also running up among the parallel journeys captured in the film, helped deliver a unique innovation.