Sports and fitness equipment, apparel and supplements brand cult.sport has unveiled a pulsating brand campaign themed ‘The Maidan called India’.
The campaign aims to change the notion that sports are only for professional athletes, showing normal people engaged in everyday activities alongside professionals with seamless cuts juxtaposing them against each other.
A statement on the campaign explains that at the heart of the campaign is the belief that sport is all around us, present in the simplest of tasks in life. Whether it’s running to catch a bus in Delhi, hurdling through the railway station in Mumbai to catch that last local back home, or cycling to work through Bengaluru’s traffic, everyday people in India engage in a mad medley of planned and unplanned sports, it contends. These are precisely the visuals used, alternatingly with moving images of professional athletes. cult.sport’s brand campaign captures these moments and celebrates the spirit of sportsmanship that lies within all individuals, the statement adds.
The soundtrack is a rap song ‘For the Maidaan called India’ that accompanies the footsteps of people as beats to the song.
“We believe that everyone is a sportsman, and our campaign showcases the myriad ways in which sports plays an integral role in our everyday lives. Our goal with this campaign is to encourage everyday athletes to take part in sport and let them know that we are here to support them in their daily sports on the ‘Maidaan called India’,” said, Shamik Sharma, Business Head, cult.sport.
Vijay Jacob, Sr. VP & Managing Partner, Wunderman Thompson, East & South India, said, “As a brand cult.sport celebrates the idea of ‘Joy of Sport’. That’s what we loved most. To more than a billion of us, India is our motherland. And incidentally, for most of us, it is also our biggest maidaan. One, that’s filled with all kinds of hurdles and challenges big, small, odd, crazy, natural, manmade, that we take on every day, day in day out. A bustling sports arena that turns each one of us into an everyday sportsperson. That’s the cultural insight we pegged on for this campaign.”
Senthil Kumar, Chief Creative Officer, Wunderman Thompson, South Asia, said, “The brand cult.sport is all set to become the hub of India’s sporting culture. And our ambition is to make sporting culture popular culture with the launch campaign that brings alive the fact that our entire country is a fertile playground for sport. Made for the ‘Maidaan called India’. We wanted to highlight that sports are not limited to a specific group of people or professional athletes only. It’s a celebration of the everyday athlete that resides within each one of us. Designed like a foot-tapping, pulsating playground this film captures India’s crazy chaos in the most endearing yet dynamic way. Everyday life is a sport here in the bustling ‘gullies, mohallas, mods and nukkads’ of this diverse country, it shows how ordinary people can transform into extraordinary sportsperson running, jumping, dodging, leaping and climbing their way as they go about their daily activities. Setting this film to ultimate sonic motion, a musical playground was created using a mad medley of various cult.sport shoes played live on different surfaces.”
Arjun Mukherjee, VP & Senior ECD, Wunderman Thompson, Kolkata, added, “A diverse country like India presents a competitive landscape at every corner, where even if you are not into sports, you have to be a sportsman. Our challenge for cult.sport was to bring to life this competitive spirit in a never-before-seen way that will give an adrenaline rush to the inner athlete which resides in all of us.”
cult.sport is a part of Curefit, which runs health, fitness and wellness platform cult.fit.
Feedback: [email protected]
