Adidas India launched a local market version of its global ‘She Breaks Barriers’ global initiative to celebrate Mother’s Day 2019.
The campaign, which focuses on inspiring and empowering women in sport, is led by a film that pays tribute to all mothers and women at large, to provide self-belief, to inspire their inner warrior and encourages them to celebrate each day as it comes and take on the world.
The creative features an impressive team of top Indian sports stars such as sprinter Hima Das, boxer Nikhat Zareen and heptathlete Swapna Barman.
The spearhead film, which is rooted in the insight that ‘if women don’t see other women in sport, they would not naturally develop an inclination to pursue it’, adopts a narrative structure that deconstructs the aspirations of a young athlete.
The spot reinforces that through creativity and self-belief, women can break all barriers to achieve greatness and inspire a generation.
Sharad Singla, Adidas India’s brand marketing director said Adidas’ believes that through sport we have the power to change lives.
“‘She Breaks Barriers’ is an effort to continue harnessing this power and responsibility as we celebrate women and their ability to continuously overcome challenges,” explains Singla.
“We hope that we are able to instill a sense of impeccable self-belief in women & celebrate their journey as they achieve higher grounds in sport and their careers.”
At the official film launch and PR event, Hima Das (the World Junior 400m champion) commented: “No goal is too far and no challenge too big if one is determined to achieve their dreams. I’m really excited to be in this inspiring film and I’ll be extremely proud if my journey is able to positively change the life of even one single person.”
While junior world boxing champion Nikhat Zareen added: “Boxing gave me a voice to express my real grit & motivation to challenge stereotypes and fight for victory. I hope more and more girls are able to pursue their dreams”.
Swapna Barman, the Asian Games Gold medallist, also said: “If a small-town girl like me can come this far, I’m 100% sure every girl out there can make their dreams come true. I’m so happy that I was able to be a part of this film and really excited that we have been able to bring it to life.”
Comment:
According to Adidas, sport is growing rapidly across India – with a raft of recent accolades received by the country’s young female athletes – and the world is now starting to take notice of India as a powerhouse of sporting talent – particularly India’s female athletes..
This campaign uses Mother’s Day to launch the Indian local market version of the sportswear giant’s global ‘She Breaks Barrier’ initiative which launched in March (see case study).
It follows on in the footsteps of recent Adidas campaigns in India that have seen the brand work with Indian athletes and teams which are based on showcasing their stories and which aim to drive consumer love.
Other recent examples of this storytelling approach in India range from 2018’s ‘Real Kashmir’ initiative (see case study) and the recent April 2019 ‘Mumbai: Always Running’ campaign.
All of these initiatives showcase the brand’s current focus on driving consumer obsession through local relevance in the Indian marketplace.
Links:
Adidas India
Adidas
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Cheil WW India
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