Nike Launched the 'Bleed Blue' Initiative Six Months Ago, in a Show of Solidarity Towards the Game of Cricket. Now, the Campaign
Nike launched the 'Bleed Blue' initiative six months ago, in a show of solidarity towards the game of cricket. Now, the campaign has reached culmination with the 'Yards' ad, and after the World Cup win, the 'United by Blue' commercial. A look at what Nike is upto. Nike and cricket go back to almost five years when the brand started seriously focussing on Team India and the game. The 'Traffic Jam' film was among its first advertising attempts on that theme. "Some brands have nothing to do with the sport, and use it only as a great advertising platform. Cricket is a long-term holistic property for us, and the fit is rather natural, with Nike being a sports brand as well," says Sanjay Gangopadhyay, marketing director, Nike India. Six months ago, on September 3, 2010, the 'Just do it' brand kickstarted it's 'Bleed Blue' campaign, which reached its logical conclusion with the end of the ICC Cricket World Cup on April 2, 2011. Bleed Blue stems from the truth that cricket is not just a sport, but more of a religion in India. There is tremendous passion involved in the game, and the campaign hopes to give an expression to that passion. 'Blood, sweat and blue' is the idea that came to JWT India, Nike's agency. While 'blood' and 'sweat' represent the hard work, grit and unwavering determination of the players, 'Blue' is an obvious take on the blue jerseys that Team India sports, and that these jerseys are an aspiration for every gully cricketer in India -- in other words, everyone aspires to be a Sachin Tendulkar or a Virender Sehwag.
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