adidas launches new cricket campaign in India

The campaign, shot entirely in black and white, ties in the creative thought beautifully with the ‘Impossible is Nothing’ philosophy.

Mar 19, 2010 08:03 IST India Infoline News Service

adidas, one of the world’s leading sports brand, has launched a new, authentic and inspirational cricket campaign in India. In a country where cricket is a religion, the campaign focuses on athletes by highlighting the attitude and intensity that they bring to the game and the resultant moments of thrill and brilliance that make it the game a joy to play. The campaign, shot entirely in black and white, ties in the creative thought beautifully with the ‘Impossible is Nothing’ philosophy.

The campaign gets under the skin of Cricket players and presents the attitude and intensity of the sport while blending it with the cricketers’ ‘Impossible is Nothing’ mindset. Shot with 16 mm photosonic films camera, with 500 frames per second, the commercial presents an authentic never-seen-before side of Cricket.  Through a combination of TV, Print, Outdoor, PR, Digital, and grassroots events across the country, the campaign provides various platforms enabling consumers to experience the campaign and initiating their own impossible sporting journeys.

“Cricket and Football are the 2 key sports for adidas in India. We are the No. 1 Football brand in the world and with our partnerships with some of the leading symbols in the Cricket world like the Mumbai Indians, Delhi Daredevils, Cricket Australia, English Cricket Board, Sachin Tendulkar, Ricky Ponting, and Virender Sehwag we are a major force in Cricket” said Mr. Andreas Gellner, Managing Director, adidas India. “The next 12 months have an unprecedented line-up of global sports events in India, a Champagne Year for Indian sports fans, and this campaign kicks off our marketing blitz.”

“As an authentic sports brand our challenge was to tap an inspiring insight that is true to our brand values and performance heritage while creating strong emotional engagement with consumers. The sheer quantum of Cricket related advertising in India strangely made our task simpler since our campaign focuses on the core of the sport - the athlete - rather than the peripherals associated with it.

Athletes, at all levels, are the driving force of our brand and we strive to partner them in helping them achieve their impossible” said Mr. Tushar Goculdas, Director – Marketing & Sales, adidas India. “The campaign puts the spotlight on athletes and depicts the grit, confidence, irreverence and above all the thrill of playing sports - something we hope all viewers will be able to relate to”, he further added.

Kawal Shoor, President- Planning, Ogilvy India says “adidas, as the authentic sports brand, wanted to avoid superficial jingoism. Instead, it wanted to base its communication on a real insight. Through this work, adidas attempts to give voice to the budding young Indian cricketer and how he triumphs over daily dilemmas and ordeals on the cricket field with his Impossible is Nothing attitude. We hope that the campaign inspires people and gets them to define their own ‘Impossible is Nothing’ quotient.”

"Sadly India doesn't really have a true sporting culture. adidas has the ambition of being India's first true sports brand. Till date almost all ads around cricket or cricketers have been about everything but the purity of the sport. No one has spoken from the point of view of the cricketer... what it is like to be on the field. This 'Pure Cricket' series aims to do that while capturing the 'Impossible is nothing' attitude which is at the heart of this inspirational brand... something we know will echo with every young budding cricketer in India" added Abhijit Avasthi, National Creative Director, Ogilvy & Mather India

While adidas has worked with Ogilvy India to create this campaign, TBWA India continues to be adidas’ lead agency partner globally and in India.

The campaign features the following adidas athletes:

Sandeep Sharma, Age 16: A right-arm fast medium bowler, Sundeep represented the India Under-19 squad at the 2010 World Cup in New Zealand.

Gaurav Jathar, Age 19: A left-arm spinner from Mumbai, Gaurav toured with the Under-19 India squad to Australia in 2009 and was retained for the 2010 World Cup in New Zealand.

Sahil Kukreja, Age 24: Right hand batsman, Sahil plays for Kings XI Punjab in the IPL and for Mumbai in the Ranji Trophy.


Campaign details:

Director                                    Prasoon Pandey

Production House                       Corcoise Films

Duration of films                       3 films of 40 seconds each with 20 second edits

Location                                    Shot at DY Patil Stadium, Mumbai


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