Carat World Cup campaign for Adidas delivers free footballs for Indians

Adidas has tapped into interest surrounding the FIFA World Cup in a campaign that delivers free footballs to groups of Indians who work together as a team.

The month-long crusade in Delhi, created by Carat in collaboration with sister agency Posterscope, is designed to build awareness of TelStar, the official football being used during the World Cup in Russia.

The interactive campaign sees a rope dangled from the word Goal on a huge billboard in Delhi.

Once it is pulled by several people – it is too hard for one person to tug – it releases a football which sparks impromptu games among locals.

Van Wyk says sport changes lives

Adidas India senior marketing director Sean Van Wyk said: “The love for football is growing massively in India with each passing year and we wanted to kick-start the celebration of the World Cup in an impactful way.

“The idea of this innovative billboard was to celebrate and reward the spirit of coming together as a team. The pure joy on their faces to kick the official World Cup football around the field was an amazing sight. Sport really does have the power to change lives.”

The campaign was promoted on digital platforms and attracted 1.3 views “in a very short span of time”.

The campaign brings about the pure joy of football, claims Menon

Carat India chief executive Rajni Menon, said: “This is yet another example of media convergence in planning where a superb activation on outdoors is working in tandem with digital. The objective was to drive innovation at local level with a scaled outreach to a larger online audience.

“It was a great way to celebrate the growing euphoria around FIFA in a way that brings out the pure joy of football.”


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