On the ball

Reviewer: Komal Bedi Sohal

The chief creative officer at Rediffusion Dentsu Young & Rubicam, Komal Bedi Sohal has worked on campaigns for brands like the luxury-store chain Harvey Nichols, Land Rover, Citibank, Colgate, Virgin Atlantic and Axe deodorant. She has earlier worked with Euro RSCG (now Havas Worldwide) and Lowe MENA (Middle-East and North Africa).

CAMPAIGN

Ad speak: Komal Bedi Sohal

Your first thoughts on the campaign ?

My first thoughts were it must have been a nightmare to edit! I think it’s a brilliant continuation of what Nike’s been doing already. Since cricketers are considered gods, they’ve humanized the sport to a large extent. They’ve also acknowledged the children who play the sport with very few resources, but with equal or more passion when compared to the stars they wish to emulate. The thought of Make Every Yard Count is also very powerful.

What would you have done differently?

I think the music is very similar to the (Nike) Parallel Journeys ad. It just felt like a continuation of that ad, which may not be a bad thing, but a new sound treatment would make this campaign look very different from the last one.

With attention now being given to multiple sporting activities apart from cricket, are we seeing advertisers split their media time and focus on other sports?

More than sports, brands gravitate towards stars. Rarely do we see a star like Saina (Nehwal) or Bhaichung (Bhutia) that will add value to a brand by association. Not to mention that there is no equivalent of (M.S.) Dhoni or (Virat) Kohli in any other sport. To be honest, I haven’t really seen advertising for any sport other than cricket being done well in India. I’m sure there are thousands of stories about football and tennis but brands need to find and promote those stories.

Creatively, does the campaign signify something more than just the relevance of cricket as a sport for the country?

The campaign signifies the passion that an average child has for the sport. It also talks about fighting the odds and giving your best, no matter what the stage.

Any other sport-related campaigns this season that have caught your attention?

Nike does some of the most cutting-edge advertising throughout the world. Anything they do for soccer in Latin America seems outstanding to me.

As told to Suneera Tandon.

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