Adidas launches 'We are All Owners' campaign

Company Brief

Mumbai, April 13, 2012

Adidas has launched the 'We Are All Owners' campaign that celebrates India's crazy, colourful and all-consuming passion for cricket. The campaign salutes the role that fans play in making cricket the phenomenon that it is in India.

The campaign aims to make adidas the 'authentic partner of passion' by capturing the fervor that fans have for the sport. The sparks of this fervor might be lit on the pitch but it consumes all; in very different ways. From the color & glamour of the game, the hope & devotion surrounding it, to the unnerving moments, the campaign voices the thoughts of millions of fans.

The 'We are all owners' campaign is a journey through the eyes of the fans who enrich the game of cricket with their energy and passion. This passion means they aren't just fans, they are owners. And they are all in.

Speaking about the campaign Tushar Goculdas, brand director at adidas India "Passion for the sport is what brings the cricket community together – be it on the field, on stage, in the stadium. The 'we are all owners' campaign captures the fervor that emanates from the field and is embraced by each of us, making us all owners of the game."

Rahul Sengupta of TBWA India Group said, "Adidas turns the camera to look at the fans without whom any sport would be incomplete. Cricket is a people's game and adidas hands the ownership back to the people".

The campaign is being launched across various mediums including TV, Digital platforms along with retail activation across 700 adidas stores in India.

For further information, please contact:

TBWA Worldwide

Nireeksha Shetty

Mobile: +919619084175

Email: nireeksha.shetty@tbwaindia.com