Key Highlights:
- Adidas launches ‘3 Ka Dream’ campaign, aiming to unite over a billion Indian cricket fans.
- The campaign features an anthem by rapper Raftaar and stars cricket legends like Virat Kohli and Rohit Sharma.
- Sunil Gupta, Senior Director of Adidas India, emphasizes the campaign’s role in fueling India’s World Cup aspirations.
- Adidas introduces a revamped ODI jersey and a special World Cup edition shoe to mark the occasion.
- The campaign employs a multi-channel approach, including digital, print, and radio, to reach a broad audience.
In a move that has electrified the cricketing world, Adidas has unveiled its ‘3 Ka Dream’ campaign, setting the stage for the ICC Men’s World Cup 2023. The campaign serves as a clarion call for India’s cricket aficionados, encapsulating the nation’s collective aspiration for a third ODI World Cup triumph.
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The anthem, performed by renowned Indian rapper Raftaar, serves as the campaign’s heartbeat. It features cricket icons such as Virat Kohli, Rohit Sharma, and Hardik Pandya, among others, alongside fervent fans. The film captures the emotional tapestry of both players and supporters, embodying the unshakable hope that fuels India’s World Cup ambitions.
Sunil Gupta, Senior Director of brand Adidas in India, spoke about the campaign’s significance. “Cricket is not just a sport but a religion in India. With the World Cup taking place on home soil, the stakes have never been higher. ‘3 Ka Dream’ aims to channel this palpable energy into a unifying anthem,” he said.
Conceived by Creativeland Asia, the ‘3 Ka Dream’ campaign transcends traditional advertising norms. It’s not merely a campaign but a nationwide movement that beckons every Indian to dream audaciously. To ensure the message reverberates across the nation, Adidas is leveraging a multi-faceted strategy that spans digital, print, radio, and even on-ground retail activations.
Adding a patriotic touch, Adidas has redesigned the ODI jersey that Team India will sport during the World Cup. The three white stripes on the shoulders have been replaced with the Indian tricolor, and the BCCI logo now features two stars representing India’s 1983 and 2011 ODI victories. To commemorate the event, Adidas has also launched a special World Cup edition shoe, limited to 2023 pairs, which pays homage to India’s past victories and future aspirations.
