Global integrated marketing agency iris has been appointed as the retail marketing partner for Adidas. iris currently works with Adidas globally and the sports brand has now extended the relationship to include India.
The work will see iris handle the planning and development of creative for in-store and experiential events activated across retail and other Adidas partners in India. iris will additionally handle trade and channel marketing and consumer promotions leading to retail sell-through.
iris India is already charged with implementing two major campaigns – rolling out retail activation in over 300 stores across India to promote Adidas’ team sponsorships for the Delhi Daredevils and Mumbai Indians in the recently concluded Indian Premier League.
A new retail and activation campaign around the Euro Cup 2008 has just been rolled out. The campaign will have radio, virals and on ground activation in and around Adidas’ retail estate to drive foot falls.
Neelendra Singh, National Retail Head, Adidas said, “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. They have also demonstrated an ability to do extremely engaging work around our retail estate. Going forward, they will help us drive in-store conversions.”
Alok Lall, Managing Director, iris India, said, “We are relishing the opportunity to partner with Adidas India. We believe that sports and fitness is going through a boom in India. The young consumer today demands the best-in-class brands and is looking to enhance their performance and make a lifestyle statement. Our expertise and experience around getting consumers to act differently will be put to play in this hugely competitive sector.”
iris opened its India office in 2007 after winning the regional business for Sony Ericsson, which saw them roll out the hugely successful Walkman phone campaign with Robbie Williams and Asha Bhosle. Since then they have been appointed by DishTV, 9 dot 9 media, and worked on projects with Yum Restaurants (Pizza Hut), American Express cards and, most recently, with Maruti Suzuki.
The win marks the end of a dynamic first year for the agency in India. The new wins are expected to lead to further key appointments at iris India.