MAM
adidas in global sponsorship deal with Chelsea coach Jose Mourinho
MUMBAI: Adidas has struck an exclusive personal sponsorship deal with Chelsea’s acerbic football coach Jose Mourinho. The deal entails Mourinho act as a global coaching ambassador for Adidas
Commenting on the agreement, Mourinho said: “I’ve been very keen to work with Adidas as I see their leadership in football as a perfect synergy with my own aspirations and ambitions.”
Adidas football sports marketing global head Thierry Weil added, “This elite partnership brings two of the top forces in football together which I’m sure will prove to be a powerful combination. There is no doubt that as one of the best coaches in the world Jose Mourinho is the perfect ambassador for our brand.”
Adidas is an established official partner of both UEFA and FIFA and is famed for producing innovative football products including the Predator and F50+ boots and Roteiro match ball.
Brands
Thermocool rolls out Navratri campaign on trains and stations
Nine day digital push blends devotion and storytelling for travellers
NEW DELHI: Thermocool Home Appliances has launched a high-visibility digital campaign during Navratri, turning railway stations and trains into storytelling spaces that blend culture with brand engagement.
The nine-day campaign spans key high-footfall locations including Katra, Anand Vihar, Gorakhpur, Prayagraj and Moradabad, along with the Vande Bharat Express on the Delhi-Katra route. Travellers encounter the campaign across station screens, concourses and onboard infotainment systems, making it hard to miss.
What sets the initiative apart is its narrative approach. Each day of Navratri is dedicated to one of the nine forms of Goddess Durga, with digital content explaining the significance and stories behind each day. The result is a campaign that does more than advertise, it informs and engages passengers in the middle of their journeys.
For director of sales and marketing Tanuj Gupta, the idea was to go beyond visibility. He noted that while Navratri is widely celebrated, awareness of its deeper meaning is often limited, and the campaign aims to bridge that gap in a simple and accessible way.
By tapping into high-traffic transit spaces, Thermocool is placing its message where audiences naturally gather, from busy platforms to train compartments. The repeated exposure across these touchpoints is designed to build familiarity while creating a more meaningful connection with consumers.
In a season marked by devotion and festivity, the campaign finds a clever middle ground. It turns everyday travel into a cultural moment, where storytelling travels alongside the passenger.
