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September 22, 2012

“Parallel Journeys” campaign celebrates India's young cricket athletes

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The film recognizes the relentless pursuit of a new generation of cricketers who train hard to make it to the country’s highest playing field.

In Bangalore, India, today, Nike launched the “Parallel Journeys” TV campaign, which celebrates the millions of young cricket athletes in India who relentlessly pursue perfection, no matter where they are or on what field they play. "Parallel Journeys" features a roster of the sport’s best athletes, and follows the journey of hard work, training and dedication young cricketers take to achieve success, just as India’s elite athletes do. The ad is a part of Nike’s Bleed Blue campaign, a multimedia initiative that brings to life the pursuit of greatness in the many parallel worlds of India’s cricket crazy bloodline that Bleed Blue!

The campaign can be viewed on the Nike Cricket Facebook page, and will hit television screens on Sept. 23, during the T20 game between India and England on ESPN and Star Cricket. Fans can also watch the spot on Nike India’s YouTube page.

As the action unfolds, viewers experience the journey of young cricket athletes who exhibit intense passion and undergo demanding rituals of training and preparation to compete with the dream of one day donning the Team India jersey. Nike’s "Parallel Journeys" exemplifies the inspiration, passion and pride that India’s cricket athletes carry on their sleeves to Bleed Blue for a billion hearts.

Nike’s “Parallel Journeys” travels the length and breadth of the country capturing the determination and aspiration through the eyes of every young cricket athlete while also depicting a similar journey that Team India’s elite athletes, including Virat Kohli, Zaheer Khan, Ajinkya Rahane, R. Ashwin, M.S Dhoni and Yuvraj Singh, take to uphold their dream to represent their country at the highest level of the sport.

Avinash Pant, Marketing Director, Nike India Pvt. Ltd. said “Nike’s ‘Parallel Journeys’ captures the journey to perfection in the sport clearly demonstrating the passion and hunger of a new breed that will stop at nothing. In the true spirit of ‘Just Do it’, a new generation of millions of young athletes can believe that one day they will be the voice of an entire nation.”

The television ad created by JWT of Bangalore, was directed by Abhinay Deo (RDP Films) with creative direction by Senthil Kumar (JWT). Nike’s “Parallel Journeys” also features a dynamic soundtrack inspired by the sounds that surround the street game in India by simply using nothing but voices. This original Nike vocal percussion sound track’s music director is Dhruv Ganekar and the vocal percussionist is Taufiq Qureshi.