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adidas launches ‘She Breaks Barriers’ campaign as ode to women

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Hima Das is prominently featured in the campaign.

adidas’ campaign features Indian sporting icons Hima Das, Nikhat Zareen & Swapna Barman

New Delhi: Leading sportswear giant adidas launched a new campaign named “She Breaks Barriers” as a tribute to all mothers and women at large in the occassion of the Mother’s Day.

adidas is keen to inspire young athletes to take to sport over through marketing campaigns and grassroot activities and their latest campaign is a continuation of that endeavour.

The film is an effort to engage young women to provide them self-belief and develop an inclination to pursue sports.

It showcases three leading national icons – sprinter Hima Das, heptathlete Swapna Barman & boxer Nikhat Zareen and delivers on the message that each woman has the capability to achieve their dreams, and that no barrier is daunting enough to hold them back.

Deconstructing the aspirations of a young athlete, the film reinforces that through creativity and self-belief, one can break all barriers to achieve greatness and inspire a generation.

Excited about the launch of the film, the world junior 400m champion Hima said, “No goal is too far and no challenge too big if one is determined to achieve their dreams. I’m really excited to be in this inspiring film and I’ll be extremely proud if my journey is able to positively change the life of even one single person.”

Adding to this Nikhat Zareen, former Junior World Boxing Champion said “Boxing gave me a voice to express my real grit & motivation to challenge stereotypes and fight for victory. I hope more and more girls are able to pursue their dreams”

Swapna Barman, the Asian Games Gold medalist commented “If a small-town girl like me can come this far, I’m 100% sure every girl out there can make their dreams come true. I’m so happy that I was able to be a part of this film and really excited that we have been able to bring it to life.”

Recently adidas also launched “Mumbai: Always Running” campaigns, a film that illustrates the brands focus on driving consumer obsession through local relevance.

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IPL 2019 was the most viewed edition, courtesy broadcasters STAR Network

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462 million watched the 12th edition of the IPL on the STAR Network

Mumbai: With nail-biting last-ball thrillers and multiple last-over finishes, the 12th season of the IPL has been an absolute treat for cricket fans. Viewership records have been smashed out of the park with STAR Network broadcasting the tournament in eight languages, witnessing an overall reach increase of 12% from last year. Television viewership reached a phenomenal 27.3 mn* average impressions registering a growth of 15%* setting a tournament viewership record. The total reach for IPL 2019 stood at a mammoth 462 million. The total consumption increased from 300 billion minutes to 338 billion minutes making it the highest ever in IPL history!

Regional growth story in numbers

 

Target Set

IPL 2019 Growth compared to IPL 2018
Consumption

(Bn minutes)

Tournament Reach

(in million)

 

Consumption

 

Tournament Reach

India 338 462 13% 12%
HSM 234 287 14% 17%
South 104 175 10% 3%

Personalising the experience with dedicated new regional sports channels, curated content for all members of the family, an exciting campaign and a host of innovative programming initiatives fueled growth across consumer segments, especially amongst kids and women.

Growth per demographic

BARC OVERALL IMPRESSIONS KIDS

(2-14 years)

FEMALES

(15+ years)

MALES

(15+ years)

Average Impressions*

(in million) Full Tournament

 27.3 4.3 9.8 13.2
% Growth in 2019 (vs 2018 SPLY)**  15% 27% 14% 11%

Commentating on the success, Gautam Thakar, CEO, Star Sports said, “I am delighted that VIVO IPL 2019 was the biggest ever! This year, the strong regional strategy of having four independent dedicated language channels in Tamil, Telugu, Bangla and Kannada, the Select Dugout and Super Funday feed contributed immensely to the increased reach of IPL. The exciting Summer of Cricket on our network began with a spectacular IPL and will continue with the upcoming ICC Cricket World Cup. On behalf of the Star Sports Network, I would like to thank all stakeholders who have contributed to make IPL 2019 a grand success.”

Game Ne Banaya Name

True to what IPL is known for, the 2019 edition saw some Game Banayega Name moments with the rapid rise of some of the best Indian talent. Be it the gutsy Riyan Parag, or the youngest IPL captain this season Shreyas Iyer, or the coming of age performances by Prithvi Shaw and Shubman Gill or the spin twins Rahul Chahar and Shreyas Gopal–these names have left the Indian selectors spoilt for choices. The tournament provided these players a perfect platform – where opportunity truly met talent.

Personalising the experience for fans

After the tremendous response to a reimagined IPL last year, STAR upped the ante for broadcast of the 12th edition. The Select Dugout 2.0 for example continued to be a fan favourite as new experts, deeper analysis and more live demos ensured core cricket fans stayed ahead of the game. Those who preferred to dabble with humour, entertainment and fun were in for a treat as every Sunday was turned into a Super Funday. The feed saw kids as anchors and presenters interviewing some cricketers and Bollywood personalities. The Super Funday feed was viewed by 160 million people.

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Thomson, Bichel to offer insights during World Cup on Power Sportz

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L-R: Former cricketers Tony Dell, Andy Bichel and Gary Cosier along with Power Sportz Editor-in-Chief Kanthi D. Suresh at the press announcement.

New Delhi: Legendary Australian pacer Jeff Thomson along with 2003 World Cup star Andy Bichel will be part of an elite list of former cricketers offering insights during the ICC Cricket World Cup in England on Power Sportz, India’s only web TV dedicated to sports, a statement said. Completing the line-up will be cricketing stalwarts like Kepler Wessels, Carl Rackemann, Tony Dell and Gary Cosier.

Celebrating their first anniversary on May 19, the live digital TV  announced its special programming for the ICC Cricket World Cup. The platform will run dedicated 8-hours of non-stop programming for the World Cup over 45 days starting May 30. Power Sportz, has set up studios in Gurugram, Mumbai, Australia and England, in order to provide the best analytics and the most insightful coverage on the Cricket World Cup for its viewers.

This is the first time ever that any channel other than the official host broadcaster will be running full-fledged 8-hour live segments each day during the tournament.

Speaking on the occasion, Power Sportz Editor-in-Chief Kanthi D Suresh said, “After a successful 1st year, we are very happy to begin the second year with the World Cup Program… Considering the captive audience that we already have, coupled with our expert panel and studio in Australia, we hope to generate approximately 4-5 million views every day. There is a huge pipeline of programming for the 2nd year as well across different sports.”

With engaging conversations among these experts from around the globe, the web channel is all set to give users a different experience and will go beyond the regular ball-by-ball commentary. The channel will air Graphic Live simulation of the match in real time with Interactive audio coverage throughout the match. This live feature during the match will include fixtures, career stats, live score card, team stats, wagon wheel, 4’s package & 6’s package. There will be a studio break after every 10 overs for a discussion. During the pre & post match show, other experts from Australia and the Powersportz reporter from England will be patched in live to join the studio guest.

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Neelendra Singh appointed new GM for adidas India

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New Delhi: Neelendra Singh has been appointed as the General Manager of adidas India. Neelendra joined the position effective Monday, reporting to Dave Thomas, Managing Director of Emerging Markets, a statement said.

Neelendra has been with adidas for over 14 years, most recently as Senior Vice-President Global DTC & Franchise. He also has previous experiences as the Vice-President for Retail & Franchise at adidas and Group Retail Director in South Korea. He first joined adidas in India in 2005 after working in various roles in the Indian retail teams of Orange, arcus and Shoppers Stop.

Neelendra is succeeding Dave Thomas, who has moved to a new role as adidas’ Managing Director of Emerging Markets effective April 1st, reporting to Roland Auschel Board Member responsible for Global Sales.

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