Adidas has launched the campaign ‘3 Ka Dream’ for the ICC Men’s World Cup 2023. As per the company, the campaign gives words to over a billion Indian fans’ dream to see their team win a third ODI World Cup.
The campaign conceptualised by Creativeland Asia has a track sung by the Indian rapper Raftaar.
The ad film features cricketers Rohit Sharma, Virat Kohli, Hardik Pandya, Shubman Gill, Ravindra Jadeja, Shardul Thakur, Mohammed Siraj, and Kuldeep Yadav.
Talking about the campaign, 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.”
Adidas has also employed a multi-pronged approach and will be leveraging a diverse range of media platforms, including digital, print, radio, and on-ground retail activation. Additionally, it will also be available on all audio platforms, including Spotify, Jio Saavn and more.
Moreover, the company 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. Additionally, to mark the occasion, the brand has launched 2023 pairs of the adidas grand court, a special World Cup edition shoe.