With ICC Mens Cricket World Cup just around the corner, team India’s kit official sponsor, Adidas began its “3 ka dream” campaign. On Wednesday, it launched team India’s jersey through a video anthem starring India’s star studded cricketers alongside bollywood singer and rapper Raftaar.
The 2023 World Cup will be team India’s second ICC tournament where the players will be seen wearing jerseys, sponsored by Adidas. The brand came on board with the Indian Cricket Team earlier this year, in May. As cricket enthusiasts all over the World are excited to witness the much anticipated World Cup, the unveiling of team India’s jersey along with releasing the cricket anthem, fans are more than exhilarated for the big game.
An ode to team India’s resilience
Uniting billions of Indian Cricket fans, this Anthem launched by Adidas in their shared vision to see India win its 3rd World Cup title after 1983 and 2011. The campaign basically aims to kick off India’s pursuit to victory for the third time. Featuring star studded cricketers like Rohit Sharma, Virat Kohli, Hardik Pandya, Shubhman Gill, Ravindra Jadeja, Shardul Thakur, Mohammed Siraj and Kuldeep Yadav, the anthem aims to capture the sentiments and aspirations of all the cricket fans across India.
The lyrics of the anthem, sung by rapper Raftaar was fiercely crafted by Creativeland Asia that transfigures millions of people’s raw energy into a defined meaning aimed to unify India in its relentless vision of winning the World Cup. It further encapsulates Adidas’ motto which says that with passion ‘Nothing is impossible.”
What Adidas has to say about the campaign launch?
Adidas’ Senior Director, Sunil Gupta said during the campaign launch that “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.”
Ensuring that this compelling message reaches everyone’s homes, Adidas has employed a multi-pronged approach by channeling its anthem on a wide range of media platforms. The company mentioned that voicing this powerful idea of essence on a wide range of platforms will give a chance to every cricket enthusiast to showcase his/her support.