gurugram with the start of the fifa under17 world cup just a day away a new ad film seeks to use the occasion as a platform to inspire this generation to take indian football to new heights to forge a future that embraces footballin its heretocreate campaign adidas shows how football has captured the imagination of indias young the popularity of the sport growing with each messi goal with each live telecast of an epl or la liga match this is of course the first time india has ever hosted a fifa event and the first time any indian team has taken part in a fifa tournament so as history is being made the 45second film urges the u17 lads and the many thousands who now play the game recreationally or professionally to go ahead and create some more historyconceptualised by cheil ww india the film portrays kids alone and in groups kicking or dribbling balls the backdrops are the streets of old delhi and of mumbai the beaches of goa and the maidans of kolkata the actors are boys and girls budding footballers trying to dodge challenges as effortlessly as an iniesta or a xavi sidesteps a tackle as they seek to translate their dreams into realityit their story their sweat to emerge as the best thats sean van wyk senior marketing director adidas india explaining the essence of the campaign he believes india possesses the talent desire and ambition to adopt the game as enthusiastically as say the braziliansthe football creator is obsessed his appetite to play and consume football across platforms is unrelenting our campaign aims to capture the emotion and intensity behind every young player and inspire them to take their rightful position on the world stage shared van wykfor aneesh jaisinghani group creative director cheil ww india the idea was to get the young to see football as a prospective future for this we opted for a slowpaced execution that romanticised the rituals the passion and the obsession of these young footballers irrespective of what level of football they play or where they playits a short film that hints excitingly at the limitless possibilities for the sport in india as a former fifa president once said india is world footballs sleeping giant there really is no reason why indias kids cannot kickstart a football revolution