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Why Every Brand Needs an Ad Agency – And How Apppl Combine Made Nike Air Fly in India
2025-04-17
Ad Agency, Advertising Agency
What does it take to make a global brand like Nike click in India? A bold idea, local insight, and a creative ad agency like Apppl Combine that turned a tight budget into a cultural movement.
In today’s hyper-competitive and content-saturated world, brands don’t just sell products — they sell stories, emotions, and experiences. While a business can build a product, it takes a creative, sharp, and culturally attuned ad agency to take that product and turn it into a household name.
But why exactly do brands need an ad agency?
The answer lies in three simple truths:
- Expertise in Creativity & Communication: Ad agencies specialize in crafting messages that not only speak to your target audience but also stick in their minds.
- Multi-Platform Strategy: From traditional print and outdoor to digital and experiential, ad agencies know how to stitch together the perfect blend of mediums.
- Consumer Connection: The right agency understands the pulse of the market and can translate global brand messages into local language — literally and figuratively.
This is exactly what Apppl Combine proved when Nike — one of the world’s most iconic brands — launched its flagship Nike Air series in India.
When Nike Chose Apppl Combine as Their Ad Agency in India
Back in the early 2000s, Nike’s Air series made its debut in the Indian market. But it wasn’t a smooth runway.
- There was no India-specific TV commercial.
- The marketing budget was tight.
- A pair of Nike Air shoes priced between INR 5,000–8,000 was a tough sell in a country still warming up to premium sportswear.
Nike needed not just an ad campaign — they needed an idea. That’s when they chose Apppl Combine as their ad agency in India. And that decision changed everything.
“We All Have Certain Air” — The First Indian Campaign for Nike Air
Instead of repurposing global creatives, Apppl Combine convinced Nike to speak directly to the Indian consumer with a custom-made campaign. Thus was born “We all have certain Air” — the first-ever ad campaign by Nike tailor-made for the Indian audience.
Far from conventional, the visuals were bold — showing the Nike Air shoes from behind, suspended mid-air with minimal but impactful copy. The team went for a full-blown print assault, rolling out half and full-page ads across India’s leading newspapers and magazines.
Clever TV Alternatives: MTV Shows & Youth Culture
With no dedicated TV ad, Apppl Combine found a smarter alternative — branded integrations with MTV's hottest shows, especially those that resonated with the youth. These shows had a cult following, and when Nike Air started showing up in those spaces, the audience took notice.
The result? Nike Air started trending, even without a traditional television commercial.
Roadshows, VJs, and Real-Time Buzz
The campaign didn’t stop at media buys. Apppl Combine went street-level — quite literally.
They hosted open-air roadshows in major metros, fronted by none other than MTV VJ Nikhil Chinappa. These “walk and talk” sessions around posh malls and popular hangouts brought Nike Air to life in a way that felt interactive, aspirational, and organic.
People flaunted their Nike Air shoes, mingled with influencers, and started conversations that traditional ads couldn’t have sparked.
Events, Endorsements, and Earned Media
Beyond activations, Nike Air co-hosted sporting events, sponsored emerging tennis players, and strategically placed articles and features in major daily supplements like Delhi Times. Every touchpoint was chosen with care, helping Nike build brand love and recall, organically and effectively.
The Results? Outstanding.
Without a big media budget or a high-octane TVC, Apppl Combine created buzz, engagement, and conversion by focusing on cultural relevance and creative boldness.
This wasn’t just advertising — it was storytelling across formats, and it proved why choosing the right ad agency for Nike in India made all the difference.
When a global giant like Nike needed to make an impact in a nuanced, price-sensitive market like India, they didn’t just rely on their brand name. They relied on a team that could translate global vision into local magic.
Apppl Combine, as the ad agency for Nike, didn’t just run a campaign — they crafted a movement, one that made Nike Air breathe in India.
So, the next time you're wondering whether your brand needs an ad agency, just remember — the right one won’t just advertise your product, they’ll make it unforgettable.
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