By Giulia Baima Bollone, director, Embassy Interiors
Why the campaign rocks:
At its core, the campaign “Maidan Called India” sought to revolutionise the way we view sports and athleticism, transcending the boundaries of traditional sporting events and urging individuals to embrace their inner athlete. This simple yet profound message tapped into a universal longing for a healthier, more active lifestyle, inspiring a collective awakening.
What set this initiative apart was its inclusivity as it shone a spotlight not only on professional athletes but on ordinary people, demonstrating that athleticism and a love for sports reside within us all. The challenges faced by sports in India — such as the lack of proper sports infrastructure, financial constraints for aspiring athletes, and the struggle for recognition — also take center stage.
In essence, the campaign galvanised a nation, igniting a passion for sports that transcended age, gender, and background, while also challenging existing stereotypes. It catalysed a profound shift in the nation’s approach to sports and athleticism, making it an influential force for positive change.
- Campaign: “Maidan Called India”
- Brand: Cult.sport
- Agency: Wunderman Thompson India