Adidas profiles an Indian figure skater in a new film aimed at getting the country's sports lovers, famous for their devotion to cricket, to pay more attention to the country's less well-publicized athletic achievements.
Created by Cheil WW India, the film features 18-year-old Indian figure skater Nishchay Luthra, who remains little-known outside his own sport. The film is narrated by Nishchay's mother, who reads out lines from a letter of encouragement while we see Nishchay's tough life living alone in Miami and training incredibly long hours to make his dreams come true. It ends with a plea to fans to help him achieve his goal of winning a medal at the Winter Olympics in 2018 -- and not to let "his mom be his only fan."
Vijay Simha, group creative director at Cheil WW India, said in a statement: "In India, cricket enjoys a disproportionately high amount of attention and the rest of the sports are simply out of sight, out of mind. This was gnawing away at us, as we discovered a series of stories about Indian athletes living in obscurity and even penury. #FanTheFire was born out of our instinctive urge to help the underdog."
Directed by Shivaji Sen at Gobsmack Entertainment, the film is running on Adidas social channels in India.