Nike ropes in Team India for its "Bleed Blue Pledge"

A new TVC by JWT India's Bangalore office for Nike, features members of the Indian cricket team pledging to play their best.

Watch the TVC

T

The TVC features cricketers like Zaheer Khan, Virat Kohli, S Sreesanth, Sachin Tendulkar, M.S. Dhoni, Yuvraj Singh and Gautam Gambhir talking about the tenets of their game, ending with the words, "Banish fear. Banish pain. Banish the excuses. Blood, sweat and blue."

“There are no better voices to speak of the fervor and love for cricket held by this nation than those of the incredible athletes of Team India,” said Sanjay Gangopadhyay, marketing director, Nike India. “'Bleed Blue Pledge’ is unique because it allows these players to express their passion and commitment to the game in their own words. They are testifying to what they believe in. And their beliefs come from the pride and culture of India. This ad  demonstrates Nike’s deep connection to the sport, and to Team India, because there is no script. This is their moment to talk about their game.”

Senthil Kumar, executive creative director, JWT Bangalore, said, "Bleed Blue as an expression was born out of 'Blood Sweat and Blue', where the blue India jersey is the ultimate glory for any cricket crazy youngster in our country. The campaign kicked off about 6 months ago building up to the World Cup largely through nikecricket.in and our Facebook page which now has over a million fans. Almost every day, there was a new 'Bleed Blue' video or picture or an off the moment message from the athletes' point of view or the fans' point of view that gained great momentum for the campaign. The new film is not a TVC but actually the Nike Team India pledge taken by the athletes, who have pledged to play fearlessly and Bleed Blue for India. We have a few more films lined up to bring Bleed Blue alive as we move into the semis and surely when we win the World Cup."

Credits:

Client: Nike India
Agency: JWT India
Executive creative director: Senthil Kumar
Writers: Dhruv Warrior, Kishore M, Senthil Kumar
Art directors: Vishal Vinekar, Abhijit Mallick
Production house: Raw Shark Films + Hello Robot Films
Producer: Aloke Shetty, Kitisha Gaglani
Music director: Dhruv Ganekar