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Virat Kohli sprints through a world driven by duality for Adidas

In a commercial loaded with visual effects, DDB Mudra, focuses on the concept of dual forces that make the world go round - like love and hate - yin and yang - black and white…

BestMediaInfo Bureau | Mumbai | March 29, 2016

Virat-Kohli-Adidas Click on the image to watch the TVC.

The latest advertising campaign of sports shoes, apparel and accessories manufacturer, Adidas, revolves around the multinational’s brand ambassador and cricketing icon - Virat Kohli. In the commercial, Kohli sprints through a world torn asunder by the opposing emotions of love and hate.

The film loaded with visual effects and graphics, is expected to stand out from the clutter during the ensuing ICC World T20 tournament. The campaign #FeelLoveUseHate, featuring Kohli, delves into the duality that is part of the cricketer’s existence – love and adulation and hate and criticism – which are an athletes most powerful catalysts. As Kohli plunges through a virtual world of fiery emotions, the commercial explores the dual forces that drive the world, like love and adulation and hate and condemnation.

A fiery persona on the field and a youth icon off it, Kohli has always had a polarizing effect on his fans and critics. On one hand are ardent, screaming fans who adore every move he makes and every shot he takes and on the other, are the critics and naysayers, who point fingers at him. The love that the cricketer receives helps him soar, while the hatred that he inspires, proves a challenge for him and propels him forward into improving his game.

Damyant Singh Damyant Singh

“As the world’s best sports brand, our aim is to encourage all athletes to define their own path, no matter if the world is at their feet or suddenly at their throat. In this film, through Virat, we aim to showcase how great players rise above the adulation and criticism they incite. It encapsulates Adidas' vision of inspiring performers to lead their own game and use love and hate to give it their best,” said Damyant Singh, Senior Marketing Director, Adidas India. “Adidas is committed to cricket and this film cements our association with India’s biggest cricketing icon,” he added.

The #FeelLoveUseHate campaign celebrates Virat’s unabashed flamboyance and passion for the game, not only through its message, but also in the overall treatment of the film. Each frame is packed with action and passion. The use of special effects makes it even more gripping. The campaign was launched on digital media first and is being supported across social media by Kohli and the Adidas cricket handles, along with a roster of other athletes like Kevin Pietersen, Chris Gayle, Rohit Sharma and Unmukt Chand among others.

Sambit Mohanty Sambit Mohanty

Sambit Mohanty, Creative Head (North), DDB Mudra, who is the man behind the campaign, said, “The brief given to us was to do a hard hitting high decibel campaign with Virat to target the T20 tournament. The whole philosophy of love and hate is quite intangible and it was imperative to use all that VFX and CG as it helps in bringing the philosophy alive in a clear manner.”

The TVC:



Agency: DDB Mudra

Chairman and Chief Creative Officer: Sonal Dabral

Head of Office (North): Vandana Das

Creative Head, North: Sambit Mohanty

Creative Team (Copy): Sambit Mohanty, Vishnu Srivatsav, Vijay Joseph, Tripti Surana

Creative Team (Art): Subhashish Datta, Suketu Gohel, Prem Alayil

Account Planning: Sumeer Mathur, Devdeep Majumdar

Account Management: Vineet Kindra, Shweta Raina, Nandita Bajpai, Gladys John

Production House: Hello Robot

Director (film): Amit Gupta

Producer (film): Kitisha Gaglani

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