Cricket holds a special place in the hearts of Indians, and the 2023 World Cup, held on home turf, presented an exciting opportunity for fans and brands alike. Adidas, the official sponsor for the Indian cricket team, sought to create a campaign that would resonate with the Indian fans' dream of a third World Cup win.

Thus, the idea to leverage Adidas’ three stripes in sync with India’s 3rd attempt at lifting the World Cup. This connection wasn't a branding opportunity but embodied the collective hope of 1.4 billion people, winning the World Cup for the third time, hence "3 ka Dream” (the third dream)

We created an integrated campaign led by an anthem. We conducted various unique activities, like an innovation with Adidas shoe design where fans could create a memorabilia/collector’s item by inserting a particular stripe if India were to win the 3rd World Cup.

The Indian team was aiming for their third world cup win.

That inspired the idea.Three wasn't just a number.

It also matched the Adidas brand logo with its three stripes.

It wasn't just a clear brand connect, but the collective hope of a nation of 1.4 billion people

to win the world cup for a third time.

3 ka Dream (Hindi for The Dream of the Third)

The TG for the campaign was every cricket fan in the country who could afford an Original Adidas India Team Jersey. The "3 ka Dream" campaign brought together cricket fans from all parts of India, irrespective of their language or economic background. The campaign's creative approach was designed to tap into the shared passion for cricket and the desire for India to win its third World Cup.

The campaign's anthem, symbolic gestures, and innovative shoe design were carefully crafted to connect with fans emotionally, igniting a fervent hope for India's victory. With its catchy tune and inspiring lyrics, the anthem became an instant hit with cricket fans. The symbolic gestures, such as raising three fingers, became a unifying symbol of support for the Indian team.

The campaign was launched in October 2023 and ran until November 2023. The campaign placement was carefully planned, with a multi-channel approach that included social media, television, radio, and print media. The campaign was scaled to reach a diverse audience, focusing on tiers 1 and 2.

We created an anthem that brought the country together.

Sung by one of India’s most famous rappers, Raftaar.

We created a phatic gesture in the video to symbolize

the dream.

Prints ads were created for every city that hosted the India matches.

We innovated a limited edition shoe. One that embodied the duality of sports.

A third stripe to celebrate in case of an iconic third win. Doubling as an absence in case India didn’t win.

The campaign achieved remarkable success with over 200 million video views, 1.3 billion conversations, and 60 million unique listens to the song. The campaign also generated significant media coverage with over 25,000 seconds of radio coverage and 32 million impressions on India's largest amateur cricket community. Additionally, the campaign garnered 10 million impressions on one of India's largest live score platforms. The sales of India's jersey reached a record high of half a million jerseys with estimates of nearly ₹150 crore of sales, as per the press release.