Nike India unveiled its latest campaign at the capital which promises to hit at the heart of the Indian cricket fan. Aptly titled 'Bleed Blue,' it aims to use the power of a simple handprint as a sign of pledging allegiance to the nation's cricket fraternity which has, of late, been a little under the weather.
"The Bleed Blue initiative is a nationwide campaign that aims to fuel the passion of the Indian cricket fan and encourages him to express solidarity to the country's cricket team," said Sanjay Gangopadhyay, Marketing Director, Nike India.
Who better to flag of the event at a mall in Saket than poster-boy Sunil Chhetri of the Indian football team, who was in the city to play the return leg of India's match with Thailand. Unsurprisingly clad in a yellow Nike T-shirt, the football player proceeded to make an imprint of his hand, making certain of his solidarity.
"It is great that Nike has started this to garner and showcase the passion of millions of fans and their dedication to the team," said Chhetri.
New Delhi was the second stop after Chandigarh where boxer Vijender Singh flagged off the event. The sheets of fabric laced with handprints will make its way across colleges and schools across the country besides numerous Nike retail stores. A digital version of campaign has also been launched for the net savvy who want to extend their support, Facebook and Nikecricket.in being the platforms.