Nike was running a global campaign for football called Joga Bonito, which means a beautiful game in Portuguese. Football had the imagery of being a rough game and a contact sport. More footballers were getting injured. The campaign was to show the beauty of football.<\/p>\n\n\n\n
On the contrary, cricket was known as a gentleman\u2019s game, though it had changed. Players like Tendulkar, Sehwag etc., had changed the face of the game in India. Their result-oriented game had origins in the space-constrained Gully cricket. The task was to capture this Gully cricket and the resultant bedlam, albeit in a charming manner.<\/p>\n\n\n\n
Mid 2000, was the time when Nike had forayed into cricket gear, especially for the Indian team.<\/p>\n\n\n\n
India had become a more confident and aggressive team and was willing to fight it out like the Natwest Trophy final. Gutsy cricket was part of the agency strategic planning that got HTA the business.<\/p>\n\n\n\n
The heart of cricket in India is not in stadiums, but in gullies, terraces etc. Kids were not discouraged by obstacles and played on. Just like Agnello Dias at HTA \u2013 the brains behind the campaign. Abhinay Deo shot the film. Aggie and Abhinay scripted each element of the film together. Also, internationally, Nike used to take childhood games and escalate them in scale. Ram Sampat spent 2 days working on tracks for the commercial. With limited success. Abhinav and Aggie were having vada pav when they heard an old Goan Konkani song with outrageous lyrics which Aggie changed to suit the film. He then gave it to Ram Sampath and Ella sang it.<\/p>\n\n\n\n