he football frenzy of the nation is attaining new heights as rightly conveyed by the newly-launched TVC by Star Sports to kick start the upcoming Indian Super League season.
Under-17 World Cup is catching the attention of the nation with India’s first ever appearance in a FIFA world tournament. There could have been no better occasion to enhance this enthusiasm with an additional, creative dose of football. Star has rightly banked on the big occasion in pursuit of its big ISL goals.
Star India has launched the marketing blitzkrieg for the ISL Season 4, starting a mere three weeks after the World Cup. The opening campaign film designed and conceptualized by Ogilvy and Mather is out. The 2-minute film is an attempt to give an authentic feeling of football – from street to stardom.
While the initials campaigns were aimed at announcing the football revolution in India, to be followed by invitation to the youth and the nation to come together to support that revolution, this year the TVS is a celebration of the stars and stardom that this league has provided.
The film reflets on the life, journey and achievements of Eugene Lyngdoh, Anas Edathodika, CK Vineeth, Jeje Lalpekhula and Sunil Chettri – the prodigies with in-born talent who are Indian football’s household names today. The film also showcases the celebrity owners (Sachin Tendulkar, Saurav Ganguly, MS Dhoni and Abhishek Bachchan) living the joy these new football icons offer to the nation. It is a story of established stars celebrating the new-found stardom of Indian football heroes.
The new campaign continues with the same ‘Lets Football’ anthem, which over the years has become the identity of brand ISL and its associates.
The Football Sports Development Ltd Chairperson Neeta Ambani aptly summarises the campaign in the last few seconds of the TVC with a new acclamation – FUTURE HAI FOOTBALL, that football is the gen next sport for India.
The campaign is currently on air and will be followed by a 360 degree campaign across OOH, radio and digital.
The upcoming ISL will include two more franchisees along with the eight existing. Atletico De Kolkata, Chennaiyin FC, Delhi Dynamos, FC Goa, FC Pune City, Kerala Blasters FC, Mumbai City FC and Northeast United FC are the existing eight and the two new to join the fray are JSW owned Bengaluru FC and TATA owned Jamshedpur FC. With the increase in the number of participating teams, the duration of the league is also extended to five months starting from 17th November.
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