Product / ServiceADIDAS
CategoryA03. Flyers, Tickets, Invitations, Postcards, Calendars, Christmas and Other Greetings Cards
Entrant Company:TBWA\INDIA Mumbai, INDIA
Design/Advertising Agency:TBWA\INDIA Mumbai, INDIA

Brief Explanation

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.

The Brief

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 a total of 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.

How the final design was conceived

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.

Indication of how successful the outcome was in the market

Over ten thousand 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. And now fans are racing against time to get their hands on all the 99 stamps before the government-endorsed 100th one comes out.


Name Company Position
Rahul Sengupta TBWA\India National Creative Director
Rishi Chanana TBWA\India Creative Director
Rishi Chanana TBWA\India Art Director
Rishi Chanana TBWA\India Designer
Rishi Chanana TBWA\India Illustrator
Rishi Chanana TBWA\India Copywriter
Shagun Seda TBWA\India Copywriter
Dishank Dayal TBWA\India Illustrator