Adidas Design & Branding SACHIN TENDULKAR POSTAL STAMPS by TBWA\ India

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Industry Sportswear, Athletic Footwear & Accessories
Media Design & Branding
Market India
Agency TBWA\ India
Released January 2012

Credits & Description

Category: Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards
Product/Service: ADIDAS
National Creative Director: Rahul Sengupta (TBWA\India)
Creative Director: Rishi Chanana (TBWA\India)
Art Director: Rishi Chanana (TBWA\India)
Designer: Rishi Chanana (TBWA\India)
Copywriter: Rishi Chanana (TBWA\India)
Illustrator: Rishi Chanana (TBWA\India)
Copywriter: Shagun Seda (TBWA\India)
Illustrator: Dishank Dayal (TBWA\India)
Media placement: Stamps set/Individual Stamps. Giveaways per purchase. - Adidas Stores Across India. - 23rd January 2012 Till Date.
Describe the brief from the client
adidas signed world's iconic batsman Sachin Tendulkar in the 1990’s. Widely regarded as one of the greatest batsmen in the history of cricket, Sachin had 99 International centuries until recently. adidas gave us a brief to pay respect to India’s greatest athlete anticipating the momentous occasion when he scores his 100th international century in order to create a buzz across the country.
Describe the challenges and key objectives
As Sachin has been aligned with adidas for decades, the objective was to commemorate Sachin Tendulkar's feat of being the only batsman to score 100 centuries (whenever that happens). With the media hype around Sachin's 100th century, along with similar congratulatory messages from all the other brands endorsed by Sachin, this was a challenge for us.
Describe how you arrived at the final design
A collectible mosaic of 99 postal stamps was made to commemorate each of Sachin's 99 centuries, illustrating the legendary batsman's every century knock of his career with the number of runs scored in that knock.
On 16th March 2012, Sachin scored his 100th International Century being the first and only cricketer to achieve this milestone in any form of cricket. Within the week of completion of his 100th ton, the 100th postal stamp was released with a plea to the Indian Government to use it as a real postal stamp in circulation as a mark of respect to the legend.
Give some indication of how successful the outcome was in the market
Over 10,000 copies of the collectible have already been sold through various adidas stores across India. The demand was increasing day by day, we asked fans of Sachin and adidas to get involved in making the posters for themselves. Every time they bought something from adidas they could choose a particular stamp for themselves. In due course of time, they'd have all the stamps needed to recreate the poster and show their allegiance to the God of cricket. Now fans are racing against time to get their hands on all the 99 stamps before the government-endorsed 100th one comes out.