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Hero ISL campaign heralds birth of a footballing nation

Conceptualised by Ogilvy &Mather, the TV commercial urges Indians to be part of their very own league, with a simple yet powerful phrase: “C’mon India, let’s football”

BestMediaInfo Bureau | Delhi | September 12, 2014

Hero-ISL-campaign Click on the image to watch the TVC.

Hero Indian Super League, the much awaited football extravaganza, launched its official TV campaign on September 7 with a panoramic 100-second film capturing the hopes of 1.2 billion people to live their dream of building a footballing nation. The first TVC sparks the start of the League’s lead-up to a 36-day, 360 degree launch marketing campaign, with opening game scheduled on October 12, 2014.

The Hero Indian Super League aims to trigger the birth of a footballing nation, with a vision to turn our dream into a reality – qualifying for the FIFA World Cup.

Conceptualised by Ogilvy &Mather, the TV commercial urges Indians to be part of their very own league, with a simple yet powerful phrase: “C’mon India, let’s football”. With a peppy soundtrack composed by Amit Trivedi, it captures the spirit of hundreds of millions of fans across India. Be it the fishermen of Kerala, the dancers from Rajasthan, or the monks in the North-east, everybody is gripped with football fever. The combined effort, passion and power of Indian fans eventually take the shape of a unique and panoramic human stadium. The film ends with hope in the eyes of young kids as the sky fills with footballs raining down, signifying the birth of a billion hopes and dreams for a future in football.

The film was a magnum-opus project shot across 20+ locations in India by Manoj Pillai of ThinkPot Films. The campaign was launched during last Sunday's T20 game, followed with a promotional blitz across the Star Network.

Gayatri Yadav Gayatri Yadav

Gayatri Yadav, Marketing Head, Star India, said, “The single line brief for the campaign was ‘the birth of a footballing nation.’ The creative is loyal to the magnitude of this project and brings alive the dreams, aspirations and talent that will ultimately see India take its rightful place in the football world. The track is brilliant and we are confident it’ll have the nation buzzing in anticipation for the October 12 launch of the league. The high point of the launch film is the evocative formation of the human stadium, signifying the passion and belief of millions of Indian fans.”

Piyush Pandey Piyush Pandey

Piyush Pandey, Executive Chairman and Creative Director, South Asia, Ogilvy & Mather, feels he was born a sportsman and now reborn with a football in his hand. He commented, “India is a great nation which will excel in everything possible and football is our next goal. I’m extremely excited about the League and the communication. The only thing I want to hear is 1.2 billion people saying ‘C’mon on India, let’s football.”

Srinivvasan Gopalkrishnan, AVP Marketing & Commercial, ISL, added, "This film showcases India's grand welcome to the beautiful game and with it, the passion and dreams of all Indians out there."

The TVC:



Creative Agency: Ogilvy & Mather

Executive Chairman & Creative Director, South Asia: Piyush Pandey

Production House: ThinkPot Films

Director: Manoj Pillai

Music composer: Amit Trivedi

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