Virat Kohli is the man of the hour – being the most talked about cricketer of the ICC World Cup T20 with the ICC rank of #1 and the fastest batsmen in the world to score 1000 runs in a T20 tournament. Loved and criticised in equal degree by cricket crazy fans, Kohli has now risen as the captain of the test cricket team and the vice-captain of ODI with a powerful performance record to boot.
While everyone is calling the young batsman the next Sachin Tendulkar, Adidas found a fresh brand face in Virat Kohli, three years ago after a 16 year long association with Tendulkar. His passion for cricket, spirited sportsmanship and inherent charisma has proved to be a winning combination for the sports brand.
Adidas’ campaign with Kohli is inspired by his own life, while the last cricket season’s campaign was ‘I target the moment’, this time around the theme of the campaign is, ‘#FeelLoveUseHate.’
DDB Mudra Group launched this new digital campaign for Adidas in the midst of the just finished ICC T20 World Cup. This digital campaign was supported by both print and outdoor. Conceptualized by Mudra group, the ad takes the viewer through myriad concepts that are inspired both by love and hate, while Kohli is seen playing to the lines.
Speaking about this campaign, DDB Mudra’s Sambit Mohanty, Creative Head (North) said, “Our brief was to create a brand campaign for the ICC T20 World Cup using Virat Kohli who is the brand ambassador of Adidas. The thought behind the campaign was inspired by Virat’s personality and also by the world we live in, which has a duality to it. Good & evil, yin & yang, love & hate - everything that transpires in this world is either a result of love or of hate – the two major emotions. We drew inspiration from this idea and took it into the world of Virat and that of cricket. In our campaign (Feel the Love/Use the Hate), we see how Virat, despite the swirling storm of opinions around him, finds the inner strength to constantly pursue greatness, which is what Adidas as a true sporting brand is all about.”
What fascinates the viewers is that this campaign was first launched on digital platforms and later taken to print and outdoors. Explaining this strategy, Mohanty added, “The Target Group for Adidas is the young and restless who spend most of their time on social media. So digital was a natural choice of medium to launch this campaign.”
#FeelLoveUseHate not only produced a digital film, but also genuinely attempted to create engagement around the campaign with imagination clearly thriving on their social media pages.
Adidas’s Facebook page was glowing with innovative activities revolving around the campaign. Attempting to stay popular and tracking the social media norms the campaign introduced the GIF game of click and pause, which apparently is doing massive rounds of the social media these days. Netizens were given an opportunity to pause hearts or canons for Kohli with an aim to build engagement.
This campaign utilized digital media and social media optimally to deliver results as it has gone on to become one of the most talked about ad campaigns during the tournament. Now with Virat Kohli winning the ‘Man of the Series’ title in ICC T 20 World Cup, the trend of #FeelLoveUseHate is here to stay.