With #SacredGround, adidas has created a world-first direct connection between a billion cricket fans and their team, letting fans send their support through the very ground on which they play cricket.
"If cricket is religion, then everywhere cricket is played is sacred ground," says a 30-second video spot released by adidas on social media, featuring prolific batsman and adidas brand ambassador Virat Kohli.
adidas Marketing Director, Damyant Singh says: "Ask any Indian cricket fan and they'll tell you; cricket is not just a sport. It is a religion."
"#SacredGround is a powerful and emotive way for every cricket fan in India to send their support directly to the Indian team" says Mr. Singh. "All you have to do is touch the ground where you play cricket, capture the moment with a photo and show your support by posting the photo using #SacredGround."
Kickstarted on 15th February, with the beginning of the biggest cricket tournament, the #SacredGround campaign has quickly gained momentum, having already made 68 million impressions across Twitter, Facebook and Instagram. Engagement is increasing by the day as more and more support flows in from fans across the country.
Popular faces like actress Soha Ali Khan and Neha Dhupia, ace photographer Atul Kasbekar, TV anchor Gaurav Kapur, Tech blogger Rajiv Makhni, and actor Purab Kohli also contributed to the campaign on Twitter, with cricket stars Kevin Pietersen and Dwayne Bravo also talking about it.
Already, many Virat teammates have received that support in the matches so far by touching the ground as they walked out to bat.
And it seems to be working. With India smashing two brilliant wins. In the lead up to the quarter finals, the atmosphere for cricket fans in the country is electric.
#SacredGround Video
https://www.youtube.com/watch?v=XBVr58QgdHc
adidas Cricket Facebook
http://on.fb.me/1zJj84K
adidas Cricket Twitter
https://twitter.com/adidascricket
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