I chanced upon a facebook thread on a friend's (head of a revered ad agency) feed filled with advertising pros, the odd marketing honcho or two, sharing their opinions about the new Nike video (notice I do not call it an ad). Parts of the thread seemed possessed with the simplicity of the ad and in not too flattering a way. Others placed wagers on which gender would be charmed by its infectious energy and which wouldn't. Allow me to re-share my two bits that I posted on that thread. - Rajeev

The best ideas and insights are supposed to be invisible. Their only purpose is to inspire and motivate the right people into thinking a certain way, behaving a certain way. In that sense, purely, this film's hit a home run. As practitioners of advertising, it scares us because of its simplicity or laziness as some might perceive it. There is no 'line', there is no evident idea in a form that we're used to recognising, there have been several other emotionally charged international films this year, so on and so forth. Heck, it's just a music video.

But someone, somewhere decided to put a bevy of stunning, ferocious, superfit Indian sportswomen in front of a camera and make a video that does nothing but showcase their existence and inform ignoramuses like me that the future of woman in Indian sport is headed the right way. Hip-hop dancers? Deepika Padukone? Heck, if more people watch the remaining 95% of the video because of them, so be it. That's an aesthetic call not to be mixed up with the intention behind the video.

When my 9 year old daughter said after I showed her the video, "India has so many sportswomen?", I realised with a tinge of shame, exactly what this video was crafted to do and how brilliantly it has achieved its goal.