MAM
Adidas gets women up and running
MUMBAI: Adidas has launched a digital campaign with its digital agency Isobar. Titled #ItsOnYou, the core objective is to expand the brand’s community of runners, especially targeting women non-runners. While most brands are striving to garner new audience through strong communication, which is driven by motivation and persuasion; Adidas came up with a digital film with a counterintuitive concept. Instead of giving reasons to women to run, the brand rode on the belief that no one can make someone run unless they want to.
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The goal of the film was to make women realise that no external motivation can drive them, nor can any excuse hold them back.
The campaign will be further propelled via a 360 degree initiative, digital and on-ground branding.
Adidas business unit head Sunil Gupta says, “The campaign echoes an urban dilemma of the clash between the excuse and the tiny voice within, that knows the hollowness of the excuse. Through the film, we set out to showcase some of the thoughts people might have at the moment of truth, that metaphorical wake-up call which may spur us into action or lull us into accepting another excuse. Through real people and their very real stories, we hope the message reaches women across strata, geographies and professions that their run, their energy is in their own hands. The team at Isobar captured this thought beautifully,” he adds.
Isobar India national creative director Anish Varghese mentions, “In today’s busy lifestyle, it’s getting easier for people to find excuses whether it’s to run or not to run. This is an attempt to make people realise that no matter what excuse you choose, nothing in the world can make you run. There will be many things which will pull you back, but in the end, the onus is on you to get up and go for that run.”
MUMBAI: In India’s fast-moving payments race, Visa has just swiped in a new leader. The company has named Suresh Sethi as its India country head, marking a key leadership shift as it sharpens its focus on digital payments growth in the market. Sethi steps into the role following his recent exit from Protean eGov Technologies, where he served as chief executive officer. He succeeds Sandeep Ghosh, who has moved on after more than four years at Visa to pursue an external opportunity.
The appointment comes at a time when Visa is doubling down on its expansion strategy across India and the wider region, deepening partnerships and accelerating adoption in an increasingly competitive digital payments ecosystem.
Sethi brings with him a broad, cross-market perspective shaped by decades of experience across corporate banking, retail financial services, mobile money and large-scale government technology initiatives. He began his career at Citigroup, where he spent 14 years working across India, Africa, South America and the United States, focusing on transaction banking services within the corporate bank.
His appointment signals a blend of institutional experience and market familiarity qualities that could prove critical as Visa navigates a landscape where fintech innovation, regulatory evolution and consumer adoption are all accelerating at once.
As digital payments in India continue to scale rapidly, the leadership change underscores a simple reality, in a market where every tap, scan and swipe counts, who leads the charge can matter just as much as the technology itself.
