22 Sep Odds – Indian Campaign of Adidas Celebrating the Blade Runner
‘Odds’ is a special edition pair of shoes created by adidas as a mark of tribute to para-athletes across the world. It is a unique pair of shoes which are either two lefts or two rights for those athletes who defy all the odds in life to participate and win. To promote the same, the adidas’ new digital campaign ‘adidas Odds’, conceptualised by Taproot Dentsu, was recently released on the occasion of the ongoing Paralympics at Rio de Janerio, Brazil, which ends on September 18.
The First Add
The first ad features Major DP Singh, India’s first-ever blade runner, in all his athletic glory.
The Second Ad
The second ad takes things in a different direction, and is narrated by a shoe.
The film has been produced by Nomad Films and directed by Veneet Bagga, director and founder, Onion Films. The voiceover is that of Bollywood actor Kabir Bedi. While Isobar is the brand’s digital agency, Carat is the media agency for the brand.
“At Adidas we live a simple principle: No athlete left behind,” says senior marketing director Damyant Singh of Adidas India. “This philosophy is at the heart of ‘Odds by Adidas.’ It is our way of encouraging and cheering para-athletes on to achieving their best on the field of play, and we hope Major DP Singh’s story inspires many more to live their dreams and prove that sports has the power to change lives.”
Talking about the challenges faced, Paddy says, “It wasn’t as easy as it looks in the film. We shot for three consecutive days, from 4.30 am until 8 pm. We were lucky that we had Major Singh as our protagonist. He is a humble man and more importantly, understands our industry and things such as retakes. We made him run on some really odd surfaces such as mountains and muddy roads, but since he had been a part of the army, he would take it up as a challenge and do it seamlessly,” he adds.
The Odds line is available in the Adidas Mana Bounce model, in men’s sizes only, from the brand’s fall/winter 2017 collection. Athletes can opt to buy either a right or a left pair via the Adidas India online store.
“Losing a part of the body does not lead to disability. Losing the will to fight out odds, does,” adds Major DP Singh. “Celebrate odds and be the winner. If you wish to give up anything, give up giving up. That’s the message I wish to give everyone. And that’s the reason I run every day.”