ZenithOptimedia forecasts global adspend to grow by 5% in 2015

Research forecasts Ad Spend in India may Grow 12 per cent next year

e4m by e4m Desk
Published: Dec 9, 2014 12:38 PM  | 7 min read
 ZenithOptimedia forecasts global adspend to grow by 5% in 2015

The rise of mobile advertising and social media, and the transition to programmatic buying of digital display, will help the global advertising market grow 5%-6% a year over the next three years.

According to ZenithOptimedia’s new Advertising Expenditure Forecasts, global adspend will grow 4.9% to reach US$545 billion in 2015. The global economy is expected to improve (the IMF predicts 3.8% global GDP growth in 2015, up from 3.3% in 2014), but advertising faces a tough year-on-year comparison after the Winter Olympics, World Cup and US mid-term elections in 2014. Adspend growth will therefore be slightly below 2014’s 5.1%.

2016 will be a quadrennial year – with the Summer Olympics, US Presidential elections and the UEFA European Football Championship – and we expect these events to propel adspend to 5.6% growth that year, before it slips back to 5.2% in 2017 in their absence.

Transition to mobile plays to the strengths of social

Mobile is by some distance the main driver of global adspend growth, and we forecast it to account for 51% of all new advertising dollars between 2014 and 2017. We expect mobile advertising to grow by an average of 38% a year between 2014 and 2017, driven by the rapid spread of devices, innovations in ad technology and improvements in user experiences.

However, mobile’s share of adspend remains well behind its share of media consumption. Mobile will account for 6.2% of all adspend in the US this year, while eMarketer estimates it will occupy 23.3% of media consumption time. This is partly because a lot of conventional display advertising does not work well on mobile. Compared to desktop display, mobile banners take up more screen space, are considered more intrusive, and are more likely to annoy consumers than engage them. Because mobiles don’t accept cookies, retargeting and tracking from the ad to the purchase is usually impossible.

There’s one area, though, where digital display has proved very successful on mobile, and that’s social media. Facebook and Twitter have rapidly restructured their operations for mobile consumption and advertising, and between them are on track to capture 33% of all mobile adspend in 2014. This is well above their 10% share of all digital adspend. Their ads are designed to blend seamlessly into the content feed - they look native rather than intrusive. They can track all their users’ media consumption within their apps, and can tie that into their desktop activity through their login details. Social media provides a great example of how to adapt to mobile.

Transition to programmatic has given a sharp boost to traditional display

Agencies are swiftly adopting programmatic buying, which allows them to target display ads accurately and efficiently. The technology has recently evolved to deliver better premium, brand-building experiences. This has provided a sharp boost to ‘traditional’ digital display, as well as video and social. Growth in traditional display leapt from 14% in 2012 to 18% in 2013, and we estimate it at 26% in 2014, its fastest rate of growth since 2007.

Around half of all display is bought directly by advertisers, most of them small local companies spending only a few thousand dollars a year. These currently have little access to the programmatic marketplace. Most programmatic technology has been designed for large-scale campaigns, and while a few companies are trying to adapt programmatic buying for small businesses, these attempts are at early stages. As technology evolves to bring the advantages of programmatic buying to small businesses we can expect another boost to traditional display spending.

Eurozone slowly improving – periphery growing again – held back by the core

Global adspend growth is being restrained by weakness in Japan and the Eurozone. Japan’s seemingly intractable economic problems limit its ad market to 2% to 3% annual growth, and we don’t expect it to improve over our forecast period. The Eurozone, however, is poised to end 2014 with its first year of growth since 2010, with further improvement likely over the next few years.

Adspend across the Eurozone fell by 15% between 2007 and 2013. The worst hit markets were at the periphery – Greece, Portugal, Spain and Ireland lost 49% of their adspend over this period – France and Germany held their ground, shrinking by just 3%.

However, Greece, Portugal, Spain and Ireland all began to make strong recoveries in 2014, and over the next few years we expect them to substantially outperform the Eurozone average, growing at 5.4% a year through to 2017. Their recovery will help Eurozone adspend grow 0.8% in 2014, a substantial improvement on its 2.9% decline in 2013. Meanwhile the core economies of France, Germany and Italy (which together account for about two thirds of the Eurozone economy) are stagnating. We forecast adspend in France to shrink at an average rate of 0.3% a year between 2014 and 2017, while Germany grows by just 1.3% and Italy by 1.5%, below the Eurozone average of 2.0%.

Falling oil prices exacerbate conflict in Russia and Ukraine

The Ukraine crisis has disrupted advertising in Eastern Europe. Russia has had trading sanctions imposed on it, and has retaliated with its own. International investors have withdrawn their capital, and the government has imposed restrictions on foreign involvement in the economy. This has coincided with a sharp drop in the price of oil, Russia’s main export. After many years of double-digit adspend growth, Russia’s ad market is forecast to grow just 1.8% this year and 1.1% in 2015, followed by 4.6% growth in 2016 and 9.2% in 2017.

The crisis has unsurprisingly had a much greater effect in Ukraine, where violence has disrupted distribution chains and frightened away foreign investors, including big advertisers. We expect adspend in Ukraine to fall 49% this year and 10% in 2015, followed by 6% recovery in 2016 and 2017 from a greatly reduced base.

“Mobile technology is creating new opportunities for brands to build relationships with consumers, while programmatic buying is making brand communication cheaper and more effective. Social media provides a strong example of how to advertise effectively on mobile platforms, and we expect mobile marketing to develop further as other media learn from this example,” said Steve King, ZenithOptimedia’s CEO, Worldwide.

India Commentary – Insights & Trends

It has been just over six months of the newly elected government led by Prime Minister Narendra Modi. The new government seems to have captured the collective consciousness of the country. Falling food prices as well as oil prices have contributed to a reduction in the Consumer Price Inflation to a historic low of 5.52% in October. IMF and World Bank have forecast an identical 6.4% growth in 2015, up from 5.6% in 2014. The stock market index has crossed 28000, up from 20000 in November 2013.
We enter 2015 with a strongly positive consumer and business sentiment, albeit recognising that consistent on-ground delivery and reforms will be needed to keep this sentiment up. Hence, cautious optimism, though with way more optimism than same time last year, is still the right expression.

We expect consumption to continue picking up, with passenger car and utility vehicle sales turning positive, credit card spending on the rise, loans for durables growing. From an ad-expenditure point of view, FMCGs will continue their dominance but given the weak monsoons, some categories might stay flat or have slow growth. High growth is expected from Telecom, e-commerce, Mobile phones, Cars and two wheelers, retail, realty and the BFSI sector. 2015 will also be the year of ICC Cricket World Cup, which will also be a trigger to growth in ad expenditure.

The new TV measurement system is scheduled to launch in 2015, as is the much-awaited Phase III expansion of FM Radio. Regional media, across Print, TV and all other media continues to drive growth in media consumption. With internet base increasing to 250Mn, smartphone ownership expected to reach 200 Mn by 2014 end, and the country awaiting the launch of 4G services by telecom operators, Online and Mobile will continue to see the maximum growth rate. Digital advertising however, has become dearer as the Government decided to re-impose service tax this.

Given these factors ZenithOptimedia expects the ad-ex to grow by 12% to INR 40,307 crores, at an overall level in 2015, as against 10.7% in 2014 (over 2013). This growth will be primarily fuelled by Print at 12%, TV at 10% and online and mobile at 25%. Other media are expected to grow between 5 - 10%.
 

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Vermillion Communications gets Aparna Enterprises Limited and Nexon Paints accounts

The agency will provide creative support, branding, strategy, and digital marketing support to the brands

By e4m Staff | Sep 21, 2023 1:05 PM   |   1 min read

Vermillion

Vermillion Communications Pvt. Ltd., Chennai, is proud to announce its significant and remarkable presence in the vibrant state of Telangana. The Southern HQ of Vermillion Communications has recently secured major accounts in the region, solidifying its position as a leading communications and marketing agency in South India.

The agency has secured two substantial accounts based in Telangana during the second quarter. Aparna Enterprises Limited and Nexon Paints, both headquartered in Hyderabad, have chosen Vermillion Communications Chennai as their appointed agency for creative support, branding, strategy, and digital marketing.

Formerly known as Saicoat Paints, Nexon Paints has been a trusted name manufacturing high-quality, environmentally friendly decorative paints for over a decade. The brand is swiftly emerging as a leading manufacturer, offering excellent value for money and an extensive range of paints for both exteriors and interiors. Nexon Paints has gained substantial traction among consumers in South India and is on a mission to establish itself as a national brand. Vermillion Communications is excited to be a part of Nexon Paints’ journey, contributing to its growth through creative strategy and branding. We are confident that Nexon Paints will become one of the most preferred paint brands in the country. Our goal is to create a powerful presence of the brand in the market and ensure its success.

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Anil Kapoor decodes ‘the science of peaceful sleep’ in The Sleep Company campaign

The campaign talks about The Sleep Company's patented SmartGRID technology

By e4m Staff | Sep 21, 2023 12:55 PM   |   2 min read

The Sleep Company

The Sleep Company has unveiled its latest campaign featuring brand ambassador Anil Kapoor.

The #ScienceOfPeacefulSleep campaign sees Kapoor endorsing the company’s patented SmartGRID technology mattresses which combines cutting-edge science and technology to enhance sleep quality.

The campaign talks about The Sleep Company's patented SmartGRID technology.

Anil Kapoor, actor and brand ambassador, The Sleep Company, said, “Sleeping peacefully has always been a top priority for me to maintain overall health and wellbeing. It gives me immense pleasure to be a part of The Sleep Company family for three consecutive years now. It's not just about promoting a brand; it's about enhancing the quality of people's lives through peaceful sleep. The Sleep Company’s SmartGRID technology truly redefines the way we sleep, and I'm excited to continue spreading the word about the importance of a peaceful sleeping experience with this exceptional brand."

Commenting on the new campaign, Priyanka Salot, Founder, The Sleep Company said, "While countless sleep tips and tricks are being made popular every day, one of the fundamental root causes of poor sleep often goes unaddressed – the absence of a scientifically-proven, high-quality mattress. Our mission is to continually enhance the quality of life for our customers through our patented SmartGRID products. Mr. Anil Kapoor's charismatic and energetic persona brings to life the essence of this campaign – educating consumers about how our products epitomise the science of peaceful sleep, enhancing overall sleep quality, and ultimately enriching lives."

Ripal Chopda, Chief Marketing Officer, The Sleep Company, also shared his insights on the campaign, stating, "Our campaign is a testament to our commitment to revolutionising the way people perceive and achieve quality sleep. With Mr. Anil Kapoor, we have successfully conveyed the message that science is the ultimate key to peaceful sleep. This campaign reinforces our dedication to offering innovative sleep solutions, backed by rigorous scientific research, to enhance the well-being of our customers."

The campaign has been conceptualised by The Sleep Company in collaboration with World Without Walls.

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Zoo Media Network wins Goldmedal Electricals' digital marketing mandate

While full-funnel creative and media services will be managed by FoxyMoron, Pollen will be responsible for curating influencer campaigns for the brand

By e4m Staff | Sep 21, 2023 12:47 PM   |   2 min read

Zoo

Zoo Media Network has won the mandate for Goldmedal Electricals Pvt Ltd. The network won the mandate following a multi-agency pitch.

The mandate for digital marketing includes full-funnel creative and media services, which will be managed by Zoo Media Network’s flagship agency, FoxyMoron. Meanwhile, Pollen, the leading influencer marketing agency under the network, will be responsible for curating robust influencer campaigns for the brand, all managed from Zoo Media Network’s Mumbai headquarters.

Kishan Jain, Director of Goldmedal Electricals, expressed his enthusiasm about this partnership, saying, "As a company engaged in the business of making amazing wiring and electrical devices, we wanted to partner with the best to showcase our philosophy and product innovations in the digital space. With its depth of services, technical expertise, and track record of handling some of the best brands in the business, Zoo Media was an obvious choice. We are excited about this association and look forward to creating some iconic communication ideas together that will lead to a stronger, more meaningful connection with our end consumers."

Commenting on the win Vivek Das, CEO of FoxyMoron [Zoo Media], said, “At Zoo Media, we are always excited to partner with brands that are on a journey of evolution towards a digital-centric model. Goldmedal Electricals has a fantastic product portfolio with a high technology quotient, and we will be partnering with them to elevate the brand's recognition & association with customers across the spectrum towards a purposeful & more profitable relationship.

We believe magic happens at the confluence of content, media, data and technology. To achieve this, FoxyMoron will lead the engagement, driving overall digital strategy, creativity and media in collaboration with Pollen on influencer marketing. We look forward to bringing the power of the Zoo Media network to Goldmedal Electricals.”
Pratik Gupta, Co-Founder of Zoo Media, shared, “Indian-owned businesses always inspire us at Zoo Media. Our recent discussions with the Directors and the marketing team at Goldmedal Electricals have reinforced my belief that these businesses are well-equipped not just to compete but thrive in the highly competitive market.
I'm excited about using Zoo Media's strengths to help Goldmedal Electricals achieve its business goals through effective, measurable marketing.”

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Finolex Pipes takes the quirky path to demonstrate reliability of CPVC, SWR pipes

The campaign has been executed in collaboration with Schbang Motion Pictures

By e4m Staff | Sep 21, 2023 12:16 PM   |   2 min read

Finolex

Finolex Pipes is bringing a wave of humour and insight to the fore with their latest ad film campaign. The brand has launched two captivating and humorous ad films that spotlight the exceptional functionality of their CPVC and SWR pipes in an entertaining narrative.

In collaboration with Schbang Motion Pictures, the ad films feature the iconic trio of plumbers engaging in lively conversations about the unique characteristics of each pipe.

The aim is to not only educate but also entertain the audience, building a strong consumer connection through humour and relatable scenarios.

The taglines for the films capture the very essence of Finolex Industries' commitment to providing dependable solutions. For Finolex CPVC Pipes, the tagline 'Thanda-Garam sahega, paani behta rahega' reflects the enduring quality of withstanding both hot and cold water applications, even under high pressures and ensuring a seamless flow.

Similarly, for Finolex SWR Pipeline, the tagline 'Easy to fit hain, har mausam mein hit hai' emphasizes the pipe's ease of installation and reliability, making it a hit choice for every season.

Ashok Jaiswar, Vice-President, Head of Marketing and Communications at Finolex Industries, shared his thoughts, stating. “After receiving a positive response from our valued customers and pertinent stakeholders for our campaign 'Peedhiyan Badlengi, Pipe Nahi,' we are delighted to announce the forthcoming sequels. These new campaigns are not just about showcasing our products but it’s about celebrating the trust our customers have placed in us. Our unwavering commitment remains in delivering top-quality solutions that stand the test of time. These ad films embody our core ideology of trust, innovation, and reliability."

He added, "Humor is a universal language, and through these entertaining ad films, we aim to connect with our consumers in a light-hearted and relatable way. The characters, coupled with the witty taglines, highlight the durability and functionality of our pipes, making it easier for consumers to connect with our brand."

Harshit Karnatak, Group Creative Manager at Schbang, also expressed his excitement, stating, "Our partnership with Finolex for this endeavor was a thrilling chance to spotlight innovation and dependability in the plumbing domain. Through the cinematic lens, we infused vitality into Finolex's 'Peedhiyan Badlengi, Pipe Nahi' campaign, placing its fundamental principles and the long-lasting trust it fosters under the spotlight."

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Moj's new brand film talks about joy of authenticity

The film is titled #MojPeHiMojHai

By e4m Staff | Sep 20, 2023 7:07 PM   |   2 min read

moj

Moj, a short video platform, has unveiled a new brand film that positions the platform as the ultimate destination for authentic content that celebrates joyful moments of one’s everyday life.

“With Moj, users can express their true selves, share their unique perspectives, and showcase what brings them the most happiness,” stated a press release. The brand film is titled #MojPeHiMojHai.

The film unfolds the journey of a young woman who feels a rush of energy as she scrolls through the Moj App. The narrative guides us through a sequence of enjoyable and cheerful scenarios, immersing the young woman in the diverse content available on Moj. Whether it's a spirited dance video, a serene beach getaway, the thrill of playing street cricket, or the excitement of trying out a new recipe, the app immerses her in relatable content that elicits feelings of joy and exhilaration.

Announcing the launch of the brand film, Mousumi Mishra, Head of Consumer Marketing for ShareChat & Moj, said, “Seeking relief from the ‘flex culture’ and endless scrolling of perfectly curated content, our young consumers today are looking for authentic content that reflects their world. Moj has been the platform of choice for India’s youth serving them a variety of content which is relatable to their distinct personalities and is served to them as per what their individual idea of a joyful moment is. Everyone can find their unique idea of happiness reflected on Moj, across content of different genres – dance, music, comedy, cooking, films, astrology - and it is this emotion that is perfectly reflected in the film.”

The brand film, produced by Schbang, has been launched in four languages, namely Hindi, Tamil, Telugu, and Kannada.

 

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Lost in translation? The curious case of agencies and ASCI guidelines

The sheer number of ad violations begs the question of whether agencies are having trouble interpreting the advertising body's guidelines

By Tanzila Shaikh | Sep 21, 2023 7:50 AM   |   6 min read

agencies

With the creator economy poised to grow into a Rs 2,200 crore strong industry in the next two years (as per GroupM), the space has become the cynosure of all eyes. But with growth also comes reports of violations and frauds.  

To curb such flagrant practices, the Advertising Standard Council of India (ASCI) along with government bodies is making a concerted effort by enforcing guidelines for self-regulation.

Yet, in its Annual Complaints Report 2022-2023, ASCI revealed some unsettling information regarding influencer infractions after reviewing 7,928 ads. Instances of violations of influencers reached an all-time high of 26% with 2,039 complaints during the time period. The most common influencer-related breaches were found in the personal care, food & beverage, and fashion and lifestyle categories.  

Given the number of violations, it begs the question of whether much is getting lost in translation despite ASCI’s guidelines. Is there a communication gap that’s leading to these infractions?  

A rejection of guidelines? 

Viren Sean Noronha, Co-Founder, of The New Thing says, “A running joke is that ASCI is the Voldemort of marketing. But it's not a communication gap; it's a rejection of guidelines at the core. It’s because they disrupt the user experience on social. This is a valid concern, as guidelines must integrate seamlessly with the channel and maintain a positive user experience.  

Noronha argues that the current shape and form of ASCI guidelines make paid partnerships “stand out like a sore thumb.”  

“If branded content doesn’t blend seamlessly with your organic feed, it’ll fall into the same blind spots that performance marketing assets do,” he points out.  

Noronha also notes that the real gap is the compulsion to use over tags and callouts of paid promotions, despite platforms offering native ways to declare promos. “Channels are constantly evolving. Why shouldn’t a guideline about them evolve along with them?”  

“We would be happy to work with the regulatory bodies on enforcing the rules,” says Viraj Sheth, Co-Founder & CEO at Monk Entertainment (Monk-E), who asserts that the onus of enforcing rules and regulations rests with all parties involved.  

He adds a caveat: “The communication also needs to be more regular in nature if these are to be followed thoroughly like is the case with rules and regulations in any and all industries."

Dhruv Sheth, CEO- Keeda Media and Partner - Kulfi Collective and Ex-OML, believes that some violations in the beginning are unavoidable in any case. “I think any new law that is applied will have a series of violations in the beginning due to lack of information and lack of knowledge of due process. I don’t think there is malice from any party to violate the rules. In my view, the crucial metric to monitor is the recurrence of rule violations, and efforts should be focused on establishing guidelines to rectify that.”

According to Preety Singh, Co-Founder and Managing Director of Boomlet Group, the sector is in a developmental stage and even the guidelines that have been introduced are relatively new. “Certainly, there is a pressing need for improved communication of these rules and guidelines. All influencer marketing agencies and influencers should work together to generate awareness for adhering to these guidelines. The most effective way to mitigate violations is through comprehensive awareness and education efforts”, she added.

Since the guidelines differ according to the sectors, some communication gap is bound to happen, according to Shivam Agarwal, Co-founder, Kromium. “Yes there is a communication gap. Guidelines differ sector-wise but agencies have clients across sectors.”  

Together for the greater good  

To bring some semblance of order in this chaotic ecosystem, ASCI and the government should adopt a collaborative approach, say experts. The unanimous thought is that it’s easy to point out mistakes but what actually helps prevent these mistakes is collaboration and helping each other towards a greater goal. 

Dhruv Sheth says, “The most effective approach in engaging with brands and influencers is to communicate on their own terms. There hasn't been a designated figure to correctly illustrate the guidelines and demonstrate their practical application in everyday business. That would be the most helpful - to talk to brands and influencers in a format that makes it easier for them to understand and thus comply.” 

In a similar vein, Viraj Sheth also recommends a collaborative approach. “I would suggest they work seamlessly with brands and the decision makers in these companies to ensure better implementation of these regulations. If there is more advocacy amongst these stakeholders and more interactions with the ASCI team, they will open up to these regulations more and ensure that they are enforced in all of their future campaigns.”  

He also notes that while the rules are not being completely followed by everyone in the industry, there is still quite a big uptick in terms of implementation of ASCI regulations. 

“As an existing player in this ecosystem, I am happy to chime in whatever capacity possible to assist the ASCI team to spread more awareness on this,” he states. 

Singh recommends that the government initiate campaigns that would serve as benchmarks for the influencer marketing ecosystem. “Such campaigns could greatly assist influencers, brands, and agencies in establishing clear parameters within which they can create innovative campaigns that align with the guidelines. As of now, raising awareness and setting benchmarks are crucial,” she avers. 

“What could also help is a single cohesive document stating laws for different industries,” adds Agarwal. 

Rules for thee, but not for me?

An industry insider, on the condition of anonymity, said that errant agencies also deserve a rap on the knuckles like brands and influencers do: “I believe even the agencies handling them should be questioned. ASCI needs to hold them accountable.”  

The insider contends that creators or celebs may be unaware of the guidelines, unlike the agencies. They are responsible for guiding their clients, hence, the lion’s share of the blame for violation should be borne by the agencies. “I believe that it is these agencies don’t take the rules seriously because they are not held accountable at all. Either way, they get their business irrespective of the guidelines.”

While advertisers and influencers bear the brunt of the violations, do the agencies who execute the campaigns and whose duty it is to adhere to the rules escape unscathed?  

Manisha Kapoor, CEO and Secretary General of ASCI says, “Agencies work on briefs created by clients who give the final approval. Of course, they need to be responsible and under the law; agencies are also held accountable.” She also states that the laws for agencies are outlined in the Consumer Protection Act 2019.

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Adidas launches '3 Ka Dream’ campaign to support India’s dream of bringing home cricket WC

The film features cricketers Rohit Sharma, Virat Kohli, Hardik Pandya, Shubman Gill, Ravindra Jadeja, Shardul Thakur, Mohammed Siraj, and Kuldeep Yadav

By e4m Staff | Sep 20, 2023 4:29 PM   |   3 min read

adidas

Rooted in the belief ‘impossible is nothing’, adidas sets the stage for the ICC Men’s World Cup 2023 with its '3 Ka Dream’ campaign. A testament to the country’s unwavering support for team India, 3 Ka Dream gives words to over a billion Indian fans’ dream to see their team win a third ODI World Cup.

With lyrics crafted to evoke a sense of unity, ‘3 Ka Dream’ serves as a rallying cry for cricket enthusiasts, igniting a sense of belief to achieve the dream. While the track is sung by the talented Indian rapper Raftaar, the film features cricket's powerhouses – Rohit Sharma, Virat Kohli, Hardik Pandya, Shubman Gill, Ravindra Jadeja, Shardul Thakur, Mohammed Siraj, and Kuldeep Yadav alongside passionate fans.

A beautiful montage of emotions of both cricketers and fans, the film brings alive the unwavering hope that every fan holds, as they cheer for their beloved team to bring home the 3rd ODI World Cup. The campaign is an embodiment of adidas’ belief, where all it takes is passion to prove that Impossible Is Nothing.

Speaking on the campaign launch, Sunil Gupta, Senior Director, brand adidas, India said “Cricket holds a special place in the heart of every Indian. With the World Cup being held in India, the stakes are higher than ever and so is the desire to watch the team succeed. 3 Ka Dream channels the raw energy into an anthem that aims to unify India in its relentless dream for a third world cup victory.”

Conceptualized by Creativeland Asia, '3 Ka Dream' is more than just a campaign; it's a nationwide movement that invites all of us to unite and dream boldly. To ensure that this powerful message resonates far and wide, adidas has employed a multi-pronged approach and will be leveraging a diverse range of media platforms, including digital, print, radio, and an on-ground retail activation that will give Indian fans a platform to showcase their support. Additionally, the heart-pounding anthem will also be available on all major audio platforms, including Spotify, Jio Saavn and more.

In celebration to the World Cup being held in India, adidas has modified the recently revealed ODI jersey. Now the three white stripes on the shoulders will be replaced with the tricolour, and the BCCI logo will have two stars representing the 1983 and 2011 ODI victories. While team India will be seen sporting the same on the field during the World Cup matches, the jerseys will also be available for fans in limited numbers. Additionally, to mark the occasion, the brand has launched 2023 pairs of the adidas grand court, a special World Cup edition shoe, where the first two stripes will have 1983 and 2011 printed and for the third stripe an insert with 2023 will be given separately to complete the “3 ka Dream”.

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