Adidas Backs India's Cricket World Cup Dream with '3 Ka Dream' Campaign

In a show of unwavering support for Team India's quest for a third ODI World Cup victory, Adidas has launched the '3 Ka Dream' campaign, fueled by the belief that "impossible is nothing."

Crafted with lyrics designed to foster unity and ignite a sense of belief, '3 Ka Dream' serves as a rallying cry for cricket enthusiasts. The campaign features renowned Indian rapper Raftaar's vocals and showcases cricket stars such as Rohit Sharma, Virat Kohli, Hardik Pandya, Shubman Gill, Ravindra Jadeja, Shardul Thakur, Mohammed Siraj, and Kuldeep Yadav alongside passionate fans.

The campaign's film captures the emotional journey of both cricketers and fans, vividly portraying the unyielding hope that each fan holds as they cheer for India to secure its third ODI World Cup. This initiative embodies adidas' core belief that passion can conquer any challenge.

Sunil Gupta, Senior Director of brand adidas India, commented on the campaign, stating, "Cricket holds a special place in the heart of every Indian. With the World Cup being held in India, the stakes are higher than ever, and so is the desire to watch the team succeed. '3 Ka Dream' channels this raw energy into an anthem that aims to unify India in its relentless dream for a third world cup victory."

Conceptualized by Creativeland Asia, '3 Ka Dream' transcends mere advertising; it represents a nationwide movement encouraging unity and bold dreaming. To ensure the message reaches far and wide, adidas will employ a multi-faceted approach, utilizing various media platforms, including digital, print, radio, and an on-ground retail activation to allow Indian fans to showcase their support. The stirring anthem will also be available on major audio platforms like Spotify and Jio Saavn.

To commemorate the World Cup being hosted in India, adidas has made modifications to the ODI jersey, replacing the three white stripes on the shoulders with the tricolour, and adding two stars to the BCCI logo to represent the 1983 and 2011 ODI victories. Team India will sport these jerseys during World Cup matches, and a limited number will be available for fans. In addition, the brand has launched a special World Cup edition shoe, the adidas grand court, with the years 1983 and 2011 printed on the first two stripes and an insert with "2023" for the third stripe to complete the "3 ka Dream" celebration.