A new Under Armour campaign leveraging its partnership with the Indian Women’s National Ice Hockey Team shines the spotlight on ‘will’ – will to face up to hurdles and challenges and to overcome them.
The work, which was conceptualised by Dentsu Webchutney, the campaign is spearheaded by a hero commercial which tells the story of team with a focus on the barriers they face to playing, the losses they have suffered and how they strive to overcome such setbacks and conquer the challenges.
As the spot says: “Your triumphs and defeats don’t define your story. Your will does”
The campaign was created for Under Armour India by creative agency Dentsu Webchutney and was produced by The Nota Company.
“Our #IndiaWill campaign brings into limelight incredible ‘Stories of Will’ and in this edition we are privileged to present the story of the Indian Women Ice Hockey team,” commented Under Armour India Managing Director Tushar Goculdas.
“We support several Indian athletes and shall celebrate their unsung stories in subsequent chapters of #IndiaWill.”
Comment:
For any viewers with doubts about work life or ambitions, take a leaf out of Under Armour’s marketing and search inside for our ‘will’ to overcome your doubts and barriers.
Well, that’s the idea anyway.
Links:
Under Armour India
https://twitter.com/UnderArmour
https://www.instagram.com/underarmour
https://www.youtube.com/user/underarmour
Dentsu Webchutney
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