Adidas tags cricket fans as owners in its new all-in campaign

WATCH the TVC created by TBWA here

Apr 12, 2012 02:04:00 PM | Video | Raahil Chopra Share - Share to Facebook

Adidas, the apparel sponsors for three Indian Premier League teams has launched its campaign for the tournament. Titled, ‘We Are All Owners’, the campaign celebrates India’s passion for cricket and salutes the role that fans play in making cricket the phenomenon that it is in India. 

TBWA has created a 60-second film and three 30-second films for the Delhi Daredevils, Mumbai Indians and Pune Warriors, respectively.






The film shows the journey through the eyes of the fans who watch the game of cricket with great energy and passion. It opens with a shot of Sachin Tendulkar leading the Mumbai Indians from the pavilion to the field amidst several fans. This is followed by shots of the Delhi Daredevils and Mumbai Indians in action and their fans cheering them on, through several unnerving moments. During those shots the voiceover says, "Don't call us fans. We are all owners. We are the colours. We are the noise, the glamour, the bowlers and the batsmen. We are the emotions. Don't call us fans, we are all owners and we are all-in." Through the campaign, Adidas aims to become the ‘authentic partner of passion’ by capturing the great intensity fans have for the sport.

Commenting on the campaign Tushar Goculdas, brand director, Adidas India, said, “Passion for the sport is what brings the cricket community together – be it on the field, on stage, in the stadium. The ‘We are all owners’ campaign captures the fervor that emanates from the field and is embraced by each of us, making us all owners of the game.”

Rahul Sengupta, national creative director, TBWA India, said, “In this campaign, Adidas turns the camera to look at the fans without whom any sport would be incomplete. Cricket is a people’s game and adidas hands the ownership back to the people”.

The film has been directed by Daryl Goodrich and Bang Bang Films is the production house.


Commenting on the film, Roopak Saluja, co-founder and managing director, Bang Bang Films & Jack in the Box Worldwide, said, "What excited us about this project was the raw realness of it all. Right from brief to execution, Adidas, TBWA and Bang Bang were on the same page to preserve that aspect of it. That's what Daryl excels at- capturing the real emotion of sport. He's one of the best in the world at what he does and I'm proud to say we've managed to deliver a world class result here."

Along with the TVC, the campaign is being launched across the digital platform and through retail activation across Adidas' stores in India,


Client: Adidas
Agency: TBWA (Mumbai)
Chief executive officer: Shiv Sethuraman
National creative director: Rahul Sengupta
Agency producer: Hriday Dowerah
Production company: Bang Bang Films
Director: Daryl Goodrich
DOP: Vikash Nowlakha
Produced by: Roopak Saluja and Natasha Malhotra
Head of production: Cyrus Mendes
Assistant producer: Raffael Kably
Chief assistant director: Karan Kapadia
Editor: Rachit Mehta
Head of post production: Vivek Gupta
Post production manager: Abdeali Pedhiwala
Post production: Pixion (Mumbai)
Music/Sound design: Mikey McCleary
Wardrobe: Mehma Tibb  and Saurabh Dwivedi
Casting: Vikass Gupta


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