ASICS’ NEW WORLD CUP FILM IS MAKING PEOPLE MOVE

Rajat Khurana, Managing Director, ASICS India takes us through the brand’s latest #PaceToGlory campaign, which taps its philosophy of ‘making people move’

17 Jun, 2019 by DIPALI BANKA

Riding on the ongoing ICC World Cup fever, Japanese footwear and apparel brand ASICS has launched the initiative #PaceToGlory with a digital film which taps the brand’s philosophy of ‘making people move’. Roping in the Indian cricket team’s pace bowlers Bhuvneshwar Kumar and Jaspreet Bumrah as their brand ambassadors, the film depicts resilience and hard work put in by athletes every day to bring their best on the field.

Explaining the objective of the initiative, Rajat Khurana, Managing Director, ASICS India says, “The Pace to Glory initiative captures the hard work fast bowlers need to put in and ASICS is the support they bank upon. This campaign therefore positions the brand in the right context for the audience to recognize, appreciate and understand the brand ethos. The campaign through the eyes of Bhuvi and Bumrah helps position the brand as top choice for achieving your fitness goals.”

The campaign has an underlying connection with cricket too. Khurana notes, “ASICS has been a popular brand for all professional cricketers around the world, especially for fast bowlers. The recent successes of the Indian cricket team have largely been attributed to our fast bowlers- Bhuvneshwar Kumar and Jasprit Bumrah. Therefore, this campaign is the perfect encapsulation of ASICS’s contribution to the team’s success by keeping them fit and impactful.”

The film will be promoted across digital channels like Youtube and Cricinfo, as well as prominent multiplexes across cities throughout the World Cup.

Feedback: dipali.banka@exchange4media.com Category: Talking Point Volume No: 16 Issue No: 2

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