Virat Kohli plays upon #FeelLoveUseHate in new adidas campaign

The campaign has been conceptualised by DDB Mudra.

DDB Mudra's new campaign #FeelLoveUseHate for the sports accessories brand adidas was launched on digital media on Friday, March 18, in the midst of the ongoing T20 World Cup. The ad features Indian cricketer Virat Kohli. The digital campaign will be supported by both print and outdoor.

The film showcases Kohli's unwavering grit that allows him to stay calm in the face of this storm of emotions and concentrate on what matters most that is, his game.

"As the world's best sports brand, our aim is to encourage all athletes to define their own path, irrespective of the fact that the world may be at their feet or at their throats. Our aim is to show through Kohli, how great players rise above the adulation and criticism they incite. It encapsulates adidas' vision of inspiring performers to lead their own game and use love and hate to give their best," says Damyant Singh, senior marketing director, adidas India, in a press release.

Talking about the brief from adidas, Sambit Mohanty, creative head (north), DDB Mudra, says, "The brief was about how to tap into Kohli's persona and create a campaign that connects well with what adidas as a brand is all about. That's how we came up with the thought of Feel The Love, Use The Hate. Kohli is a polarising figure."

Elaborating on the campaign, Mohanty talks about the kind of reactions Kohli elicits from his fans and critics alike. "The core idea the film is crafted around is about how Kohli embraces both applause and criticism and takes them in his stride. On one hand, you have ardent cricket fans who adore his every move and shot, while on the other, there are cricket experts who question his every move. The love that he receives helps him score while the hate that is thrown at him challenges and propels him towards greatness. The campaign celebrates his binary acceptance of love and hate."