Brand owner: adidas
Lead agency: Cheil Worldwide
Media channels: Online video, Outdoor, out-of-home, Print, Public relations, Sponsorship - sports, Word of mouth, influencers
Budget: Up to 500k
For adidas, an international brand with a purpose, 'Sports has the power to Change lives', and both impacting and influencing local culture to make its mark is a core brand philosophy.
Indian youth value brands that translate 'Purpose' into 'Action'. They believe brands that make a real change are more authentic.
Illustrating a compelling, impactful story, anchored in adidas's belief in meaningful change, was the clear way to build brand love and engagement amongst football enthusiasts. adidas saw a great opportunity to make a 'real' impact in one of the most troubled parts of the world, Kashmir. It wanted to shift the lens through which Kashmir was viewed – and shift it through Sport.