Adidas India wants to tell women that it is on them to run and that motivation should come from within and not outside in its latest campaign, titled #ItsOnYou.
The campaign video, which was conceptualised by Dentsu Aegis Network's Isobar, show women running, while a background voice narrates how not the playlist on their phone, the alarm clock or their favorite quote will inspire them to run. Its all about how much they themselves want to run, the voice explains.
Sunil Gupta, head of Adidas Running said: “#ItsOnYou is a thought that echoes an urban dilemma – the clash between the excuse and the tiny voice within, that knows the hollowness of the excuse. Of the fact that if we’re to achieve something for ourselves, everything to make it happen – is ultimately, within’. "
"Through the film, we set out to showcase some of the thoughts people might have at the ‘moment of truth’ – that metaphorical wake-up call which may spur is into action or lull is into accepting another excuse."
"Through real people and their very real stories, we hope the message reaches women across strata, geographies and professions – that their run, their energy is in their own hands. The team at Isobar captured this thought beautifully.”
Anish Varghese, national creative director, Isobar India said: “In today’s busy lifestyle, it’s getting easier for people to find excuses – whether it’s to run or not to run. This is an attempt to make people realise that no matter what excuse you choose, nothing in the world can make you run. There will be many things which will pull you back, but in the end the onus is on you to get up and go for that run.”
The Drum recently spoke with Sean Van Wyk, senior marketing director of the Adidas brand in India, to find out what makes Adidas as the number one sportswear brand in India.
