“2016 is shaping up to be an exciting year"- Damyant Singh, adidas
by Shantanu Jain Marketing | March 23, 2016 | Interview
adidas has recently launched its latest campaign #FeelLoveUseHate featuring Indian cricket superstar Virat Kohli. The new brand proposition emphasizes on Virat as a fiery persona who one hand has ardent, screaming fans who adore his every move, every shot and on the other hand also has critics and naysayers who never cease pointing fingers and question him every step of the way. The campaign showcases how Virat embraces them both and makes the best out of them.
As part of the marketing campaign adidas has released a TVC showcasing Kohli’s unwavering grit that allows him to stay calm in the presence of this storm of emotions and concentrate on what matters most – his game. The campaign has also been launched on digital mediums and will be supported across social media by Virat and the adidas cricket handles along with the adidas roster of athletes which include Kevin Pietersen, Chris Gayle, Rohit Sharma and Unmukt Chand amongst others.
In an exclusive conversation with EVENTFAQS, Damyant Singh, Senior Marketing Director, adidas India talks about the new marketing campaign by the brand and the experiential campaigns they look to roll out in 2016.
“As the world’s best sports brand, our aim is to encourage all athletes to define their own path, no matter if the world is at their feet or suddenly at their throat. In this film, through Virat, we aim to showcase how great players rise above the adulation and criticism they incite. It encapsulates adidas' vision of inspiring performers to lead their own game and use love and hate to give it their best,” said Damyant Singh.
Singh also added, “adidas is committed to cricket and this film cements our association with India’s biggest cricketing icon”.
When asked about the conceptualization and activities associated with this campaign, Singh replies, “The campaign thought was developed from the fans and the headlines we consistently see about Virat and his unabashed aggression, flamboyance and passion for the game that is unwavering even in the face of controversy spiraling around him.The campaign is led through a digital film and social media engagements that focus on the polarizing figure of Virat Kohli. The film is also supported by an outdoor campaign that focuses on the thought and we have taken keywords from the campaign with imagery of Virat for the visuals. The campaign will be seen in cities where India is playing matches during the WT20.”
Check out the ad below-
The face of the #FeelLoveUseHate campaign Virat Kohli shared, “adidas understands sports and athletes like no one else and has a unique perspective on the game. Through this film, they showcase the mental toughness required to be a professional athlete in today’s world and how I personally thrive off the Love & Hate I receive to drive my performance on the field”.
Speaking about experiential marketing activities in the year 2016 for adidas Singh said, “2016 is shaping up to be an exciting year for adidas. We’ll be activating our international assets during the IPL which shall be followed by the Euro’s in June. Later in the year, the adidas Uprising will take over the big cities.”
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In an exclusive conversation with EVENTFAQS, Damyant Singh, Senior Marketing Director, adidas India talks about the new marketing campaign by the brand and their experiential marketing plans.