Nike launches Bleed Blue Pledge with Team India
28 Mar 2011
Nike has launched a new ad campaign, the Bleed Blue Pledge, featuring players from the Indian cricket team.
The commercial shows team India players Zaheer Khan, Virat Kohli, Sreesanth, Sachin Tendulkar, M S Dhoni, Yuvraj Singh and Gautam Gambhir spell out words that have become codes of honor to team India and their multiple fans.
The communication has been conceptualised by JWT.
''There are no better voices to speak to the fervor and love for cricket held by this nation than those of the incredible athletes of team India,'' said Sanjay Gangopadhyay, marketing director, Nike India. ''Bleed Blue Pledge is unique because it allows these players to express their passion and commitment to the game in their own words.''
The Bleed Blue Pledge is part of Nike's Bleed Blue campaign, which has been reaching out to cricket fans through consumer events, grassroots outreach, and social networking.
''The new film is not a TVC but actually the Nike Team India pledge taken by the athletes, who have pledged to play fearlessly and Bleed Blue for India,'' said Senthil Kumar, executive creative director, JWT Bangalore.