Adidas launches ‘3 ka dream’ World Cup 2023 campaign

Sportswear brand Adidas has launched a campaign for the Indian cricket team called ‘3 Ka Dream’ for the ICC Men’s World Cup 2023.

The campaign conceptualised by Creativeland Asia has a track sung by the Indian rapper Raftaar. The ad film features cricketers Rohit Sharma, Virat Kohli, Hardik Pandya, Shubman Gill, Ravindra Jadeja, Shardul Thakur, Mohammed Siraj, and Kuldeep Yadav.

Adidas will be leveraging a diverse range of media platforms, including digital, print, radio, and on-ground retail activation to promote the campaign. Additionally, it will also be available on all audio platforms, including Spotify, Jio Saavn, and more.

Commenting on the campaign, Sunil Gupta, senior director at Adidas, India in a statement said, “Cricket holds a special place in the heart of every Indian. With the World Cup being held in India, the stakes are higher than ever and so is the desire to watch the team succeed. 3 Ka Dream channels the raw energy into an anthem that aims to unify India in its relentless dream for a third world cup victory.”

Adidas is the official kit sponsor for the Indian cricket team. For the World cup, the brand has modified the team’s jersey by replacing the three white stripes on the shoulders with the tricolour and adding two stars to the logo representing 1983 and 2011 World Cup victories.