We all know that cricket is like a religion in India. But with adidas sponsoring the biggest football tournament of the year (Euro 2008) it seemed the perfect opportunity to challenge it’s dominance and spread the gospel of football. To increase interest, visibility and drive footfall into adidas stores across India we created a series of cheeky virals, radio ads, ambient media and posters executions. And for those consumers who spent over 2008 Rupees in store, we entered them into an exclusive adidas competition to win gift vouchers, goody bags and discounts in-store. When it came to the competition stamping their presence on football – they didn’t have a prayer.