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Adidas India repositioning its brand to widen its target audience

20-April-2001
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Adidas India repositioning its brand to widen its target audience

In alignment with the parent company’s new global positioning statement— ‘from competition to lifestyle’— Adidas India is in the process of repositioning the brand in a bid to widen its target audience. As part of the repositioning exercise, Adidas is launching a new TV and cinema ad campaign—Advantage Adidas—from Friday, which show Adidas products in use across both competition and lifestyle.

This marks a definite departure from the earlier positioning of a serious association of the brand with legendary sportspersons on the platform of skill. The campaign consists of two TV commercials, one featuring sports icons Sachin Tendulkar and Leander Paes and the other an international ad featuring Martina Hingis. Both will be aired simultaneously to portray an international feel for the brand.

While the tagline ‘Forever Sport’ remains unchanged, the brand has taken an overtly lifestyle direction to target the upwardly mobile youth. The bottomline will, however, continue to be the promise of minimum sports performance, justifying the ‘Forever Sport’ tagline.

The change in positioning reflects the usage realities of the brand. It is not limited to sports athletes but extends to the sports-minded, who wear the brand also as a lifestyle statement. While fitness continues to be the bigger criteria, it is mainly the communication that is being modified.

Pushing its repositioning exercise, Adidas has increased its ad and marketing budget ‘substantially’ for the year and will increase its advertising frequency also.

The ‘Advantage Adidas’ ad, which goes on air across premier satellite channels from Friday, has been in the making for almost a year and had come to be regarded as jinxed within the company. Initially planned as a three-in-one ad with Sachin, Leander and Mahesh Bhupathi, the storyboard was altered to include only two characters, since the three were never available together.

The commercial made by RK Swamy/BBDO, is fast paced, with sharp cuts and a distinct element of fun running through it. It is a conscious bid to connect with the stars on a lighter level away from the public gaze and target the youth in a contemporary manner.

The ad, made at a cost of Rs 70 lakh, was shot in Goa. It has 60, 40 and 20-second variations. The 60-seconder will be aired across popular cinema halls like the PVR complex in the Capital. The Martina Hingis ad, which made its global debut in March 2000 has been made by Amsterdam-based agency 180 Communications and also has an element of fun running through it.

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