Adidas India: Real Kashmir

Sportswear brand adidas ran an emotional video campaign to build brand equity in India.

The marketing objective

The media has rigged, propagated and perpetuated the Kashmir script for years now. The script remains the same regardless of peace, hope or change. Unfortunately, the long-standing perception of Kashmir mutes the glory, hope & possibilities that RKFC and football brings to the valley. Against all odds & circumstances, the team trained, competed and triumphed in just 2 years of its inception, being the first team from Kashmir to ever qualify for I-League. With adidas' core belief - Through sports we have the power to change lives', the brand did not just want to be a kit...

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