Bengaluru : Today Nike announced the release of “Bleed Blue Pledge,” a new ad campaign where the pride, passion, and fearless soul of Indian cricket brought to life through the voice of the elite athletes of Team India. During the 60-second ad the members of the Indian Cricket Team articulate the passion for cricket in this country, pulling back the curtain long enough for the viewer to witness how the game is played, loved and revered from the perspective of the athlete.
“Bleed Blue Pledge” is not just the voice of the professional athletes who play the game; it’s the voice of the sport as it exists inside the hearts and minds of millions of Indian fans and players. In India, the cricket that’s played in the streets of the cities gives birth to the cricket played on the fields of the stadiums. In turn, the dreams held by the streets are inspired by the realities of the arena. It is this reciprocal relationship that leads to the edicts of “Bleed Blue”, words that have become more like codes of honor to Team India and the fans that support them.
Meshed with scenes of real match play, “Bleed Blue Pledge” features elite cricket athletes like Zaheer Khan, Virat Kohli, S. Sreesanth, Sachin Tendulkar, M.S. Dhoni, Yuvraj Singh and Gautam Gambhir describing the tenets of their game. They dominate to the point where their opponents fear them. They approach the game head on. They break boundaries and achieve dreams. They banish fear, pain, and most of all: excuses. They give their heart and soul to the game of cricket, understanding that they are not only representing their team, but that they are speaking for entire nations who have become unified by a common love.
“There is 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 Pvt. Ltd., “’Bleed Blue Pledge’ is unique because it allows these players to express their passion and commitment to the game in their own words. They are testifying to what they believe in. And their beliefs come from the pride and culture of India. This ad demonstrates Nike’s deep connection to the sport, and to Team India, because there is no script. This is their moment to talk about their game.”
By utilizing both social and broadcast media, “Bleed Blue Pledge” will reach millions of India’s devoted cricket fans and allow them to share their passion for the sport/team. The teaser makes its world premiere March 23, 2011 on Nike’s Cricket Facebook page. The broadcast premiere of the spot then takes place during quarterfinal play on ESPN, the next day, March 24, 2011. The spot will also air on Star Sports, Star Cricket, and other sport, entertainment, and news channels.
The commercial was created by JWT of Bangalore, India .
“Bleed Blue Pledge” marks the latest opportunity for fans to “Bleed Blue” in support of Team India. “Bleed Blue,” Nike’s current cricket brand campaign, brings to life the passion and obsession for the sport shared by Team India’s players and their fans through consumer events, grassroots outreach, and social networking. “Bleed Blue” has encapsulated the fervor for cricket in India by collecting over 11 million handprints via an innovative digital and events campaign that asked fans to express their loyalty to the team by simply marking their handprint in blue. Fans were then able to post their unique handprint to their Facebook page to share with friends and with India’s men in Blue.
As the sporting world prepares for cricket to enter quarter final round play, Team India will be seen sporting Nike’s Considered team kits made from recycled plastic bottles. Nike, the official apparel sponsor for the Board of Control for Cricket in India (BCCI), introduced its considered design ethos in Team India’s game day apparel in September 2010. The team began wearing this kit for the first time on pitch this spring.