This Nike Video Captures Indians’ Passion for the Sport of Cricket
Rahul Kalvapalle — April 3, 2014 — Marketing
Nike India launched this crowdsourced cricket film to celebrate young Indian cricketers’ dedication to India’s favorite sport. The film consists of more than a 1,000 action photos stitched together to create a cricket action sequence.
More than 2 million images were submitted to Nike for the video campaign, dubbed ‘Make Every Yard Count.' Additionally, more than a 100 photographers traversed the country capturing action shots of young cricketers.
The sequence depicts a ball being bowled to a batsman, who strikes it before it is intercepted by a fielder who throws the ball back just as the batsman acrobatically makes his ground. India’s rich and diverse landscapes and cityscapes provide a beautiful and dramatic backdrop to the action.
“At Nike, we understand that the cricket culture of this nation is not confined to Team India and its players,” says Nike India Marketing Director Avinash Pant. “It includes the millions of young cricketers who strive every day to be amongst the best tomorrow.”
More than 2 million images were submitted to Nike for the video campaign, dubbed ‘Make Every Yard Count.' Additionally, more than a 100 photographers traversed the country capturing action shots of young cricketers.
The sequence depicts a ball being bowled to a batsman, who strikes it before it is intercepted by a fielder who throws the ball back just as the batsman acrobatically makes his ground. India’s rich and diverse landscapes and cityscapes provide a beautiful and dramatic backdrop to the action.
“At Nike, we understand that the cricket culture of this nation is not confined to Team India and its players,” says Nike India Marketing Director Avinash Pant. “It includes the millions of young cricketers who strive every day to be amongst the best tomorrow.”
Trend Themes
1. Crowdsourced Content - Opportunity for brands to leverage the power of crowdsourcing to create engaging and authentic content.
2. Visual Storytelling - Rise of using visuals, such as stitched action photos, to tell compelling stories and capture audience attention.
3. Celebrating Local Passion - Recognition of the importance of celebrating and showcasing the passion and dedication of local communities in marketing campaigns.
Industry Implications
1. Sports Apparel - Brands in the sports apparel industry can tap into the enthusiasm of young athletes and create innovative campaigns that resonate with their target audience.
2. Photography - Opportunity for photographers to contribute to large-scale projects and showcase their skills through brand collaborations and crowdsourced initiatives.
3. Marketing and Advertising - The marketing and advertising industry can explore unique storytelling approaches, like the use of crowdsourced content, to create memorable campaigns that connect with consumers on an emotional level.
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