Percept ICE champions high-impact brand engagement for Adidas Vibes X Punjab Kings at IPL 2025
9 September, 2025

Percept ICE, the Experiential Marketing, Event Management, Exhibitions and Brand Activation division from Percept Limited, brought the cool quotient to a whole new level this IPL season with the successful on-ground execution of the Adidas Vibes x Punjab Kings 2025 activation at the New Chandigarh Mullanpur Stadium and Dharamshala HPCAS stadium.

Held across six match days - April 4th, 5th, 8th, 15th, and 20th, 2025, the high-octane brand engagement campaign lit up both the stadiums with a fresh and vibrant experiential zone, drawing in over 37,000 fans per day in Chandigarh and 22,000 per day in Dharamshala.

Percept ICE conceptualized, fabricated, and executed immersive Adidas Vibes stalls: two setups in Chandigarh and 2 setups in Dharamshala. The bespoke, eye-catching stalls served as fragrance sampling zones, Instagrammable hotspots, and dynamic interaction touchpoints, tailored for the youthful IPL crowd.

From deploying trained brand promoters for live product sampling and managing complex on-ground logistics, to designing interactive selfie zones and driving a robust social media strategy around #AdidasVibes, Percept ICE executed the activation end-to-end with seamless precision. Each element was carefully curated to spark engagement and elevate the fan experience. Fans enthusiastically sampled perfumes, snapped selfies, and flooded Instagram with their vibrant experiences, resulting in amplified brand reach and digital engagement.

The activation stood out not just for its design and footfall, but for the palpable energy it brought to the IPL experience. A vibrant visual setup combined with innovative, immersive brand experiences made the Adidas Vibes activation a standout of the season. From curated IPL-themed elements and interactive selfie zones to personalized one-on-one fragrance sampling and perfume vial giveaways, every touchpoint was designed to leave a lasting impression on fans, cementing Adidas Vibes as one of the most memorable brand presences this IPL.

Said Vidya Alva, Chief Operating Officer, Percept ICE, “This activation was a perfect example of Percept ICE’s strategic thinking brought to life with precision. Adidas Vibes is a youthful, energetic brand, and our objective was to translate that spirit into a live environment that not only celebrated the hero product but also captured the imagination of IPL fans. From immersive stalls and personalised sampling to social media-led engagement, every touchpoint was carefully curated to drive awareness, interaction, media buzz and desired impact.”

With this project, Percept ICE once again showcased its strength in delivering high-impact brand experiences that fuse innovation, interactivity, and flawless execution. From concept to completion, the team transformed a fragrance promotion into a dynamic, multi-sensory activation that amplified brand presence, engaged audiences, and reinforced Adidas Vibes’ positioning with lasting impact.