Iris India crafts retail marketing strategies for Adidas

By afaqs! news bureau , afaqs!, Mumbai | In Marketing | June 16, 2008
The agency which specialises in retail, brand activation and experimental marketing, has already worked with Sony Ericsson, Adidas, Shell and Coca-Cola across Europe, Asia and North America

Adidas has

appointed global integrated marketing agency Iris as its retail marketing agency in India. Iris has been associated with Adidas internationally and the sports giant has now extended this association to India as well.

In India, Iris India has worked on two major campaigns for Adidas. Both campaigns were rolled out recently to promote Adidas' sponsorship of the Delhi Daredevils and Mumbai Indians teams in the recently concluded DLF Indian Premier League. Iris India's role in the campaign was to offer retail activation in more than 300 Adidas stores across India.

Neelendra Singh, national retail head, Adidas, says, "We are continually looking to enhance our presence and maximise our cut through to the Indian consumer. Iris brings in a strategic perspective and understanding of the retail landscape and it has also demonstrated an ability to do extremely engaging work around our retail estate."

Recently, Iris India launched a new retail and activation campaign for Adidas, which is one of the official partners of the Euro Cup 2008. The campaign will have radio and on-ground activation in and around Adidas' retail stores to highlight its association with the Euro Cup.

Alok Lall, managing director, Iris India, says, "We believe that sports and fitness are going through a boom in India. The young consumer today demands the best in class brands and wants to make a lifestyle statement. Our experience around getting consumers to act differently will be put to play in this hugely competitive sector. Needless to say, we are looking forward to the challenge."

Iris India started operations in 2007 after it won the regional business for Sony Ericsson, for which it rolled out the Walkman phone campaign with Robbie Williams and Asha Bhosle. Since then, it has worked for brands such as Dish TV and 9 Dot 9 Media and worked on projects with Yum Restaurants (Pizza Hut), American Express cards and, most recently, Maruti Suzuki.

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