Ad Campaigns
adidas launches ‘3 Ka Dream’ campaign
Mumbai: Rooted in the belief ‘impossible is nothing’, adidas sets the stage for the ICC Men’s World Cup 2023 with its ‘3 Ka Dream’ campaign. A testament to the country’s unwavering support for team India, 3 Ka Dream gives words to over a billion Indian fans’ dream to see their team win a third ODI World Cup.
With lyrics crafted to evoke a sense of unity, ‘3 Ka Dream’ serves as a rallying cry for cricket enthusiasts, igniting a sense of belief to achieve the dream. While the track is sung by the talented Indian rapper Raftaar, the film features cricket’s powerhouses – Rohit Sharma, Virat Kohli, Hardik Pandya, Shubman Gill, Ravindra Jadeja, Shardul Thakur, Mohammed Siraj, and Kuldeep Yadav alongside passionate fans.
A beautiful montage of emotions of both cricketers and fans, the film brings alive the unwavering hope that every fan holds, as they cheer for their beloved team to bring home the 3rd ODI World Cup. The campaign is an embodiment of adidas’ belief, where all it takes is passion to prove that Impossible Is Nothing.
Speaking on the campaign launch, adidas India senior director Sunil Gupta said, “Cricket holds a special place in the heart of every Indian. With the World Cup being held in India, the stakes are higher than ever and so is the desire to watch the team succeed. 3 Ka Dream channels the raw energy into an anthem that aims to unify India in its relentless dream for a third world cup victory.”
Conceptualised by Creativeland Asia, ‘3 Ka Dream’ is more than just a campaign; it’s a nationwide movement that invites all of us to unite and dream boldly. To ensure that this powerful message resonates far and wide, adidas has employed a multi-pronged approach and will be leveraging a diverse range of media platforms, including digital, print, radio, and an on-ground retail activation that will give Indian fans a platform to showcase their support. Additionally, the heart-pounding anthem will also be available on all major audio platforms, including Spotify, Jio Saavn and more.
In celebration of the World Cup being held in India, adidas has modified the recently revealed ODI jersey. Now the three white stripes on the shoulders will be replaced with the tricolour, and the BCCI logo will have two stars representing the 1983 and 2011 ODI victories. While team India will be seen sporting the same on the field during the World Cup matches, the jerseys will also be available for fans in limited numbers. Additionally, to mark the occasion, the brand has launched 2023 pairs of the adidas grand court, a special World Cup edition shoe, where the first two stripes will have 1983 and 2011 printed and for the third stripe an insert with 2023 will be given separately to complete the “3 ka Dream”. Both the limited-edition jerseys and adidas grand court shoes will be available for fans to purchase at all adidas stores and at https://www.adidas.co.in/cricket.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
