Creativity

Adidas Profiles a Little-Known Figure Skater in Film Aimed at Indian Sport Fans

Campaign Is Aimed at Raising the Profile of Sports Other Than Cricket

By Alexandra Jardine. Published on Jun 29, 2017

Editor's Pick

Adidas profiles an Indian figure skater in a new film aimed at getting the country's sports lovers, famous for their devotion to cricket, to pay more attention to the country's less well-publicized athletic achievements.

Created by Cheil WW India, the film features 18-year-old Indian figure skater Nishchay Luthra, who remains little-known outside his own sport. The film is narrated by Nishchay's mother, who reads out lines from a letter of encouragement while we see Nishchay's tough life living alone in Miami and training incredibly long hours to make his dreams come true. It ends with a plea to fans to help him achieve his goal of winning a medal at the Winter Olympics in 2018 -- and not to let "his mom be his only fan."

Vijay Simha, group creative director at Cheil WW India, said in a statement: "In India, cricket enjoys a disproportionately high amount of attention and the rest of the sports are simply out of sight, out of mind. This was gnawing away at us, as we discovered a series of stories about Indian athletes living in obscurity and even penury. #FanTheFire was born out of our instinctive urge to help the underdog."

Directed by Shivaji Sen at Gobsmack Entertainment, the film is running on Adidas social channels in India.

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About

Credits

Date
Jun 29, 2017
Agency:
Cheil India
Client:
Adidas
Creative Team:
Sagar Mahabaleshwarkar
Creative Team:
Vijay Simha Vellanki
Creative Team:
Vinod Sivan Nishith Sidana
Digital Team:
Sanjeev Jasani
Digital Team:
Dibyendu Mishra
Digital Team:
Arif Khan
Digital Team:
Karan Lugani
Production:
Gobsmack Entertainment
Director:
Shivaji Sen
Producer:
Mohit Rastogi
Producer:
Shyam Madiraju

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