India, a country of 1.3 billion people, had just five female Olympic medallists. Sport is seen as a male domain, and women receive little support in pursuing their sporting dreams. Our objective: find unsung female athletes across India and unite the country in championing them.

Riding the hype of the upcoming Olympics, we launched a nationwide search for real, inspiring stories of women and girls pushing sporting boundaries, then wove those clips together with Google products into one powerful 60-second film — a clarion call to rewrite India's sporting history, with a little help from Google.

The Bollywood hit "Apna Time Aayega" ("Our time will come") captured the spirit of the movement, with a twist: the original male vocals were re-sung by an up-and-coming female YouTube creator.

Results

100 million+ views in three weeks, reaching 86% of the target audience. An 83% brand appeal score broke industry benchmarks and drove a 3.8% rise in sports-related searches. It was also one of the top three YouTube ads watched in APAC in November 2019.

Awards

Ad Stars — Bronze, Film · One Show — Finalist, Film (User-Generated) · One Show — Finalist, Film (Branded Entertainment) · Spikes Asia — Shortlist, Film · Campaign Brief The Work — Winner, Digital / Branded Content / Entertainment