MAM
TaylorMade golf equipment by Adidas
NEW DELHI: Adidas India Marketing has launched TaylorMade, ‘the best performance golf brand in the world’ in India, and aims at capturing 50 per cent premium market share in the first year.
A company release quotes Adidas (South East Asia) MD Tarun Kunzru as saying in a launch function on Thursday (23 October), “Golf is the fastest growing urban sport in India. This country has its own golf tour and Indian golfers are rapidly emerging as leaders on various international tours as well. In fact, India is proving to be an emerging golf powerhouse in Asia.”
TaylorMade-adidas Golf (TMaG) is a division of Adidas India. TMaG equipment is innovative and features the latest technology in the form of RAC irons (Relative Ampitude Coefficient) and enhanced COR (trampoline effect) which gives more distance, the release states.
The pricing of TMaG products will be in line with the largest golf market in the world, the USA, the release says. This will allow Indian golfers the opportunity to purchase top quality equipment at international prices.
Commenting on the brand’s entry into India, Adidas COO Harish Doraiswamy says, “The golf market in India is growing at a very fast pace and we are glad to launch TaylorMade in India at this point in time. We are very confident of our product superiority and aim to grab 50 per cent of the premium market within the first year.”
Th release says, TMaG is committed to developing golf in India, and is one of the official sponsors of the Indian PGA tour. When the tour visits select cities across India, golfers will have the opportunity to be part of the TaylorMade Demo Day experience, where they will be able to try out various TaylorMade clubs.”
TaylorMade golf equipment and Adidas golf footwear and apparel are available throughout India, through exclusive Adidas stores as well as select golf retailers.
Brands
Sting launches ‘Sound of Six’ cricket campaign
Pepsico energy drink ties signature sonic to every boundary hit with Yuvraj Singh and Ravi Shastri.
MUMBAI: Sting just turned every six into its own personal anthem because nothing says “energy” like a boundary that hits different notes. Pepsico India’s Sting energy drink has rolled out the latest chapter of its sonic branding with “Sound of Six”, a nationwide campaign syncing the brand’s signature “Sting” sound to the varying power of cricket sixes this season. The push positions Sting as the audio heartbeat of high-octane moments on the pitch, using its sonic identity to “qualify” shots from gentle lofted clears to monster maximums.
The launch film, featuring cricket legends Yuvraj Singh and Ravi Shastri, unfolds on a sunlit ground with playful banter that builds into a sequence of escalating hits. As Singh smashes the ball, he quips that the length and force of the shot should dial up the intensity of the Sting sound. Shastri’s commentary ramps up accordingly, riffing on the brand name with escalating flair to match each strike’s energy turning a simple boundary into an audible spectacle.
Pepsico India category head for energy portfolio Diksha Bajaj said, “Cricket is a major passion point in this country. Our campaign is rooted in the insight that no two sixes are the same. We set out to use the Sting sonic identity as a qualifier that redefines every hit.”
Yuvraj Singh added, “This campaign turns the feeling of hitting a six into something fans can hear. It is bold and matches the intensity of the game.”
Ravi Shastri chimed in, “Commentating on a six is an exhilarating part of the game. This campaign adds a new dimension by introducing a distinct sonic. The idea of owning the sound of every six is relatable for fans.”
Leo Burnett South Asia chief creative officer Vikram Pandey noted that pairing Singh’s power-hitting with Shastri’s iconic voice lets the brand relive cricket’s electric moments through a fresh, auditory lens.
The campaign will air across television, digital platforms, and social media, timed to catch the fever of the ongoing cricket season. For fans who live for the roar of the crowd and the crack of the bat, Sting’s betting that the next big six won’t just be seen, it’ll be heard loud and clear.
