MAM

Adidas's TVC shows less popular sports

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2017/06/28/adidas_0.jpg?itok=VQjeBY7F

MUMBAI: Adidas has launched its latest initiative-FanTheFire to focus attention on athletes who pursue lesser followed sports. 

Conceptualised by Cheil India, the digital film features Nishchay Luthra, an Indian figure skater who has won four international medals for India and is a nine-time national gold medalist. Nishchay’s inspiring story is told from the point of view of his mother – his biggest fan, who is narrating Nishchay’s journey in pursuit of his dreams.

The initiative, through the lens of Nishchay, highlights the challenges faced by athletes who choose to pursue a sport other than cricket and their journey in the pursuit of excellence. In a country where cricket and, to some extent, hockey, football, tennis and badminton, are the sports that receive some glory, it is extremely difficult to take up other sports such as ice-skating, gymnastics and athletics etc. 

In India, it is not the dearth of talent or the lack of fire in their belly, but the lack of opportunity and backing of the nation which does not encourage other such athletes to take up alternate sports. Through this initiative, adidas wants to trigger awareness and recognition for such athletes.

Adidas India senior MD Sean van Wyk said, “At adidas we truly believe that through sport, we have the power to change lives. With #FanTheFire, we seek to shine a spotlight on athletes and sports which are not mainstream, and in turn, inspire the next generation to take up such sports. The campaign urges fan’s to support Nishchay and we hope that the encouragement of better-known athlete’s will help him gain the necessary patronage to reach his aim of winning a medal at the Winter Games in 2018. This is our commitment to provide the fuel for Nishchay Luthra and many more like him.”

This film on Nishchay Luthra, is the first in adidas’ initiative to draw attention to lesser known athletes who require the support of the nation. adidas aims to continue the campaign through other initiatives in an endeavour to make a difference to the pursuit of sport in India.

Cheil India head – digital Sanjeev Jasani said, “It is important to live the difference! adidas is a brand of today that always encourages us to think out of the box and create campaigns that captivate the audience like no other. #FanTheFire campaign dwells on one of India’s perennial issues – sports beyond cricket. We feel proud of giving life to such a thought provoking campaign. We hope it fans the fire among the people of India and Nishchay gets his much deserving fans cheering for him in the coming Winter Games.”

Cheil India executive creative director Vijay Simha said, “In India, Cricket enjoys a disproportionately high amount of attention. The rest of the sports are simply out of sight, out of mind. Once in a leap year, a Bindra or a Karmakar happens. The media milks the nation's collective guilt, and soon we all forget. This was gnawing away at us, as we discovered a series of stories about Indian athletes living in obscurity and even penury. Fan the Fire was borne out of our instinctive urge to help the underdog.” 

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/20/KKR.jpg?itok=VGh5T3w-
DDB Mudra Group creates a new rally cry for team KKR

MUMBAI: The Kolkata Knight Riders (KKR) is a franchise cricket team representing the city of Kolkata (West Bengal) in the Indian Premier League (IPL). The team, defined by its ‘Korbo, lorbo, jeetbo’ (Play, Fight, Win) spirit has won the championship trophy twice. At the IPL 2018, the team has...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/20/TVC.jpg?itok=ZAoero-6
Black & White launches first India TVC

MUMBAI: Black & White Gettogethers from Diageo India has launched its first-ever India-specific TVC conceptualised by J Walter Thompson Bangalore and inspired by the brand message, “Made of Sharing”. It is a commercial that exhorts us to go out there and share moments and experiences with...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/20/swiggy.jpg?itok=8uUGzjSI
Swiggy smashes creative sixer this IPL season

MUMBAI: Food ordering and delivery platform Swiggy has launched six relatable and witty television commercials this IPL season to celebrate two of India’s biggest passions — cricket and food. The multi-lingual campaign is conceptualised by Lowe Lintas, Bengaluru. Swiggy roped in seasoned cricket...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/20/Activa_5G.jpg?itok=AVFD1XCm
Honda launches new campaign for Activa 5G

MUMBAI: Honda Motorcycle and Scooter has introduced a 360 degree ad campaign for the iconic Activa 5G. Developed by Dentsu One, a Dentsu Aegis Network Company, the TVC is now on air across all popular channels.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/20/Bisleri-Fonzo.jpg?itok=UUzSs6YS
Bisleri launches new ad for Bisleri Fonzo

MUMBAI: Bisleri International recently announced the launch of its new brand Bisleri Fonzo, a mango aerated drink. The launch is supported by an integrated marketing campaign #MMMbhiAAHbhi which conveys the sensorial experience of the product – the delectable taste of the juice and the refreshment...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/20/Sania_Mirza-800_0.jpg?itok=clgZmkgG
Centuary Mattresses gets Sania Mirza as brand ambassador

MUMBAI: Centuary Mattresses has appointed Indian tennis player Sania Mirza as its brand ambassador. This move also makes the company an early mover amongst the Indian mattress companies to have an association with a celebrity brand ambassador.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/20/IAA_1.jpg?itok=QnNuHZt7
IAA unveils new identity on 80th anniversary

MUMBAI: The International Advertising Association (IAA) has unveiled its new identity and mission, symbolised by the introduction of a new logo that signifies its transformation and culture of thought leadership built over the association’s 80-year history.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/18/Windus-air-cooler.jpg?itok=CTFS2AdS
BlueStar promotes new cooler range

Air conditioner manufacturer, Blue Star, recently entered the air cooler market with its own brand: Windus.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/04/18/tiger.jpg?itok=Z_UnZnPC
Forca launches new campaign with Tiger Shroff

MUMBAI: Lifestyle has launched a powerful digital first campaign for its denim-wear brand Forca starring Tiger Shroff. Capturing Shroff in action, performing stellar stunts, the film dramatically frames his high-action acrobatic jumps, backflips, kicks and many such moves that highlight the...

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories