The launch of Nike Air in India was a herculean task.
In the absence of a TVC made for the Indian market, backed with a robust media budget, pushing the brand’s flagship product for the first time in India was no easy task.
Also, the shoes priced at INR 5-7 thousand in the early year 2000,were very steep.
Though the brand did not expect a lot from the Air series, the buzz created around the series would bode well for escalation of sales of other lower priced products.
Our integrated campaign was bound to be even more effective than a TVC.
We took up the challenge and started a “we all have certain air” campaign. It was the first ad campaign to be developed for Indian market and taste, to launch the Nike Air series.
We splashed ads on multiple half and full-page ads all across India in two top leading dailies from each state and region.
These ads created a buzz in the market.
To elevate this buzz, we started co-branding on the famous MTV channel and sponsoring their outfits with Nike Air branded apparel and shoes. Since these shows had a huge following among the youth, this campaign caught the right eyeballs. Nike was a trend in the making. For more exposure, we did some open-air road shows in the two major metro cities, Delhi and Mumbai with VJ Nikhil walking around talking to people wearing Nike Air shoes and branded apparel. While all this caught on, we started sponsoring exclusive shows and printed major articles in print and ads on TV for the Nike Air series launch. Nike Air also co-hosted multiple sporting events, earning its name by branding many upcoming tennis players and raising awareness about them on the front page of daily supplements like Delhi Times etc. The results of this campaign were outstanding, thanks to correct sequencing and an intelligent use of all the mediums.