Brands
Adidas whips up football frenzy ahead of FIFA 2022 in India
MUMBAI: As the countdown to the start of the 2022 FIFA World Cup- scheduled to take place in Qatar from 20 November to 18 December- begins, football frenzy seems to have already caught the world’s soccer fans by storm. Come November, diehard fans will be making their once-in-four-year pilgrimage to Qatar in the Arabian Peninsula to watch the ultimate footballing clash among nations for the coveted trophy.
In India the buzz was created seven months before the start of the tournament with the launch of Al Rihla – the official match ball for the World Cup- a feat repeated 14 times. Launched by sports brand Adidas, the ball aims to provide the highest accuracy and reliability on the field due partly to its new panel shape and surface textures. Translated as “the journey” in Arabic, Al Rihla has been inspired by the architecture, iconic boats and the flag of Qatar.
Additionally, Indian fans can now root for their favourite teams, dressed in the team colours and soak in the atmosphere, sitting in the comfort of their homes while their favourite nation battles it out with their opponents. To whip up the emotional connection and interest in the Cup, the official supplier, Adidas, revealed the ‘Home and Away’ federation kits created for national teams participating.
Thus, Indian fans can now identify with their favourite teams like Argentina, Germany, Mexico, Spain, and Japan, wearing their favourite kits. These kits not only integrate different cultures and represent gender equality but also the spirit of each nation, according to the brand. It comprises Mixtec art created by the indigenous people of Mexico to ‘Yatagarasu’, Japan’s mythological three-legged origami crow and vibrant purple hues in Argentina jersey.
The eco-friendly kits, in tune with adidas’ commitment to conserving natural resources, are created using lightweight, heat-applied sportswear. Fans can join Adidas’s ongoing campaign to end plastic waste as well. According to the brand, the kits are made of 100 per cent recycled polyester and contain 50 per cent Parley Ocean Plastic—using plastics collected from remote islands, beaches, coastal communities, and shorelines, preventing it from polluting our oceans.
FIFA and Adidas share a 50-year-old relationship, with the latter supplying the official match ball for all FIFA World Cup matches from 1970 onwards. Closer home, the brand has been the flag bearer of creating a buzz around one of the world’s most watched games with its initiatives. Even though India is not among the playing line-up and may be far from qualifying for future editions of the blue riband tournament, there is no lack of fan support for the playing countries.
In India, traditionally, fan choices range from South American teams like Brazil and Argentina to European teams like Germany and Spain. There’s also the populace of Goa rooting for Portugal considering their history, as do fans from Pondicherry who throw their weight behind France.
To provide fans with a once-in-a-lifetime ’watching experience, ‘ marketers and brands in India developed innovative schemes, as witnessed during the 2018 World Cup. Hotels and entertainment offer various services to the fans, while football-crazy states like West Bengal, Goa and Kerala paint streets and colonies in the colours of their preferred teams. The media also adds to the frenzy by giving ‘kick-by-kick’ updates on games happening on distant shores.
This time the buzz is only expected to get bigger and better for Indian football fans. Post the array of offers from adidas, which includes dressing the fans with their favourite team colours; it is only a matter before other companies start providing exciting offers to the Indian fans. So, bring on the munchies, toot the vuvuzelas and groove to the FIFA tournament anthem wearing your favourite team kit while they step onto the field.
Brands
Ather Energy doubles service network to 500 centres nationwide
EV maker scales support alongside growth to keep riders on the road
MUMBAI: Ather Energy is quietly building more than just scooters. It is building the backbone to keep them running.
The electric two-wheeler maker has expanded its service network to 500 authorised centres across India, nearly doubling its footprint in a year from 277. The move mirrors its growing retail presence and signals a clear focus on one often overlooked part of EV ownership, what happens after the purchase.
From the outset, Ather has prioritised service support in every city it enters, aiming to make ownership as smooth as the ride itself. Its Gold Service Centres bring in upgraded customer lounges, modern equipment and processes designed to make servicing more transparent and reliable.
Speed, too, is part of the pitch. Through its ExpressCare initiative, riders can get periodic maintenance done in about an hour, now available across 82 centres, turning what used to be a chore into a quick pit stop.
Ather Energy chief business officer Ravneet Singh Phokela said, “Crossing 500 service centres is an important milestone as we scale across the country. Reliable after-sales support is central to the ownership experience, and our focus remains on consistent service quality and accessibility.”
The expansion comes as demand grows for models like the Ather 450 and the Rizta, which have helped the company reach a broader set of riders across metros and emerging cities alike.
Alongside servicing, Ather continues to power up infrastructure through the Ather Grid, now one of the largest fast-charging networks for two-wheelers, with over 4,300 charging points.
With plans to scale further and deepen its presence, Ather’s approach is clear. Selling the scooter may start the journey, but keeping it running smoothly is what sustains it.
