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Nike India ad portrays women as fiercesome athletes to boost female participation in sport

A powerful new ad by Nike, created by Wieden + Kennedy, portrays Indian women as fiercesome athletes in a country where female participation in sport is low.

Directed by François Rousselet, the three-minute film aims to give the image of sport a makeover.

Among the sportswomen featured in the ad, which finishes with the trademark tagline Just Do It, are surfer Ishita Malaviya, hockey player Rani Rampal and actress Deepika Padukone.

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