Being the Official Kit Sponsor of the Indian Cricket Team for a period of five years as part of signing a partnership deal with BCCI, sportswear brand adidas has come up with a long copy ad on the front page of Times of India.
As part of the same, the brand has successfully hijacked the masthead of the newspaper and changed it from ‘The Times Of India’ to ‘The Jersey Of India’.
In times like these, when several ad and marketing honchos state that consumer attention has reduced significantly, thanks to the world of digital, to as low as five seconds, the print industry has time and again stood the test of time for long copy format via ads like this.
In fact, the print ad which is a part of adidas’ 360-degree campaign titled, ‘3 Ka Dream’, conceptualised by Creativeland Asia, comes with an immediate call to action- by scanning the QR code which redirects one to the brand’s website which not only showcases the ODI jersey and other sporting equipments but also allows users to make the desired purchase.
The long format copy highlights how the new jersey of the Indian Cricket Team is not an ordinary one but is a testament to the never give up attitude of the cricketers who with them carry the collective dream of a billion Indians- the dream to lift the World Cup Trophy for the third time.
Here is how the print ad looked: