Adidas celebrates Tendulkar with cricket for the masses

Adidas has rolled out a simple activation campaign to celebrate the 40th birthday of Sachin Tendulkar

Adidas has rolled out a simple activation campaign to celebrate the 40th birthday of Sachin Tendulkar – and its ongoing relationship with the Indian cricket legend.

In a campaign created by TBWA India, the sports brand turned Mumbai’s urban landscapes, which often host impromptu cricket matches by the city’s youngers, into more recognisable cricket pitches – “a little gift for the city that gave us Sachin”, as the campaign states. It plastered hundreds of its ‘Wall Cricket’ posters, transparent films featuring wooden cricket stumps, across the city – on walls, garage doors, cement bags, oil drums and parked cars.

Cricket fanatics are usually quite good at improvising stumps, but the posters add a nice touch, and seem to have gone down well with the city’s aspiring Sachins, going by the accompanying YouTube video (see below).

Credits:
Agency: TBWAINDIA
Chief Creative Officer: Parixit Bhattacharya
Creative Director: Parixit Bhattacharya, Rahul Ghosh, Rishi Chanana
Art Director: Prashant Bhor, Rishi Chanana
Copywriter: Srividya Sankaran, Rahul Ghosh, Parixit Bhattacharya
Agency Producer: Hriday Dowerah
Director: Robby Grewal, Siva Romero Iyer
Director of Photography: Tapan Basu
Production Company: Red Ice Productions

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