MUMBAI: Be it any stadium, playground or a by-lane, children playing cricket is a common sight in the country where the sport is a religion.

Playing on the same phenomenon, Nike has created a film called ‘Make Every Yard Count’. The film which is live on Nike’s facebook page was co-created with consumers through an active online participation and on-the-ground efforts. It has used over 1,440 crowdsourced action images of young cricketers in India who love the sport.

Nike India marketing director Avinash Pant said, “At Nike, we understand that the cricket culture of this nation is not confined to team India and its players. It includes the millions of young cricketers who strive every day to be amongst the best tomorrow. This film is a dedication to each and every one of those young cricketers who relentlessly chase their dreams.”

The campaign, which was launched on 22 February on Nike Cricket facebook and twitter, encouraged players all around the country to send in images and also involved over 100 photographers who travelled around the country to shoot young cricketers.

The ‘Make Every Yard Count’ campaign aims to make the young cricketer the hero of the Nike film.

The manifesto that captures the campaign idea best reads: ‘Yesterday was not good enough. Today is not over yet. Make Every Yard Count.’ 

The digital film was created by JWT Bangalore and the song creation and sound design was done by Dhruv Ganekar and Taufiq Qureshi.