Nike Celebrates Team India's Win with "United By Blue"

Nike announced on 4th of April 2011 that it will premiere "United By Blue," its latest and final Nike Cricket TV spot of this tournament season. Again capturing the Just Do It spirit of the sport, the ad celebrates Team India's historic tournament win by mirroring the passion of a country united through cricket and the realization of a dream 28 years in the making. "United By Blue" simultaneously brings to life the fervor around this incredible win expressed from India's streets to its arenas, illustrating the triumph is celebrated with equal passion by the kids who play the game in their neighborhoods to the national team athletes who have brought global prominence back to the world's greatest cricket nation. The :30 spot premieres today on Facebook & YouTube and Wednesday on TV networks.

Set to the vibrant music and sounds of the streets on which Indian cricket was born, "United By Blue" is a collage of momentous celebrations. The spot moves from a city rooftop where a young player hits a winning shot to the stadiums where athletes realize that they have achieved their most cherished dream and celebrate the moment, overwhelmed with the emotion of the victory. In scene after scene, "United By Blue" demonstrates that in India cricket is a shared passion and the dream of a tournament win has been realized in true Just Do It style by both the National Team and an entire nation. The shockwave of this iconic victory is felt from the stadiums to the streets. The ad ends with the young player raising his bat to a hopeful horizon.

Led by athletes Zaheer Khan, Virat Kohli, Sachin Tendulkar, M.S. Dhoni, and Yuvraj Singh, Team India represents a nation that has claimed cricket as its own, playing the game with a sense of soul and fearlessness that cannot be found anywhere else in the world. United by Blue, the team and the people make it known that in India the game is not just a sport, it is life.

"The celebration brought to life in "United By Blue" represents the celebration going on all over India," said Sanjay Gangopadhyay, Marketing Director, Nike India Pvt. Ltd. "The entire country is united by blue. This incredible win has only deepened the relationship between the streets and the stadiums. The kids inspire Team India and the national team inspires the kids. It's been a shared journey, a shared dream. And now it's a shared victory with "Bleed Blue' now becoming part of the Indian Cricket lexicon."

"United By Blue" will launch on both social and broadcast media and aims to reach millions of India's devoted cricket fans and allow them to share their passion for the sport and team and to celebrate the win. The spot makes its world premiere today, on the Nike India YouTube page ( on the Nike Cricket page on Facebook and Wednesday on TV networks.

The spot was directed by Omri Cohen (Hello Robot) with creative direction by Senthil Kumar (JWT).


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