Brands
Vivo launches official song for FIFA World Cup 2018
MUMBAI: Smartphone brand Vivo has launched a new global dance movement, #PassTheSwag, aimed to unite both football and music fans around the world to create an iconic memorable moment for the 2018 FIFA World Cup.
The initiative will bring people together through a common dance language and to the tunes of the Official Song for the 2018 FIFA World Cup Russia, ‘Live it Up’, by Nicky Jam, Will Smith and Era Istrefi. Vivo hopes to empower fans to capture unforgettable memories and express themselves through Vivo #PassTheSwag during the World Cup, aligning with its product focus on creating smartphones with quality sound, ultimate photographic experience and cutting-edge technology.
As part of the launch, fans from all around the world are encouraged to share videos of themselves on social media as they #PassTheSwag to the tune of the Official Song. Throughout the tournament, fans watching it live will also be encouraged to #PassTheSwag during the Vivo Super DJ Show at all 64 matches.
Vivo brand director of international business Michael Chang says, “The FIFA World Cup is the biggest stage in world football, and a massive celebration which brings together people from across the globe. In sponsoring the 2018 FIFA World Cup, we encourage fans to go beyond being just an audience, but to become a participant, a creator, and to enable extraordinary moments to be seen, shared and remembered.”
“Globally, we’ve seen how, when tied together, music and performance goes hand-in-hand with sports to create truly extraordinary moments. #PassTheSwag brings to life our campaign theme “My Time, My FIFA World Cup”, in getting everyone excited and by allowing fans to be part of the World Cup through a fun and catchy dance”, added Chang.
Vivo #PassTheSwag is part of the Vivo Super Time project which also consists of music themed activities like the Vivo Super DJ Show at all the matches, and Vivo Super Time during the Official Song Performance at the Final Match Show. Together with the Vivo Super Fan photographer programme, which provides fans unprecedented pitch-side, stadium and warm up session access to capture and share these extraordinary moments, Vivo Super Time is part of the brand’s global World Cup campaign, ‘My time, My FIFA World Cup’.
Brands
Uniqlo India signs Jasprit Bumrah as brand endorser
Cricketing star fronts new LifeWear campaign highlighting comfort and simplicity.
MUMBAI: Jasprit Bumrah just bowled a perfect yorker into fashion because when the fastest bowler in the world picks Uniqlo, even off-field style gets a pace attack. Uniqlo India has roped in Indian cricket icon Jasprit Bumrah as its brand endorser, kicking off the partnership with a fresh campaign that brings the brand’s LifeWear philosophy to life, clothing engineered for simplicity, quality and effortless comfort in daily routines.
The 30-second film shows Bumrah in relaxed, everyday moments away from the crease highlighting how the AIRism Oversized T-shirt slips seamlessly into his off-field life. The narrative quietly mirrors his journey as a fast bowler, built on consistency, instinct and the kind of fit that feels right from the first wear and only gets better with time.
Jasprit Bumrah said, “In my day-to-day life, I prefer clothing that feels comfortable and effortless, especially when I’m spending time off the field. That’s why I’m happy to be partnering with Uniqlo, the brand’s approach to everyday clothing feels like a natural extension to my personal style.”
Uniqlo India marketing director Nidhi Rastogi added, “We are proud to partner with cricket world champion Jasprit Bumrah and welcome him to the Uniqlo family. His focus on excellence, authenticity and quiet confidence reflects the essence of Uniqlo’s LifeWear philosophy.”
The campaign is now live across digital channels, social media, in-store displays and outdoor platforms, with the film and imagery rolling out alongside the announcement.
In a world where pace often means rushing, Bumrah and Uniqlo are reminding everyone that the best things in life and on the body come from calm, consistent comfort that simply shows up every day and gets the job done.
