Nike has launched a Parallel Journeys TV campaign which celebrates millions of young cricket athletes in India who relentlessly pursue perfection in the sport.

Parallel Journeys feature a roster of the sport’s best athletes, and parallels 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 multi-media initiative that brings to life the pursuit of greatness. The campaign made a debut on social media site and also across television screens during the T20 game between India and England on ESPN and Star Cricket.

The campaign showcases the journey of young cricket athletes who exhibit intense passion as they undergo demanding rituals of training and preparation to compete with the dream of one day donning the Team India jersey.

Speaking about the campaign, Avinash Pant, Marketing Director, Nike India said, “It captures the journey to perfection in the sport, clearly demonstrating the passion and hunger of a new breed that will stop at nothing. A new generation of millions of young athletes can believe that one day they will be the voice of an entire nation.”

The ad 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.

The television ad has been created by JWT Bangalore, and was directed by Abhinay Deo (RDP Films) with creative direction by Senthil Kumar (JWT).

amritanair.ghaswalla@thehindu.co.in

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