The new campaign, conceptualised by Ogilvy & Mather, stars eight celebrities, taking the ‘Come on India, let’s football’ chant to the grassroot level
BestMediaInfo Bureau | Mumbai | October 10, 2014
Hero Indian Super League (ISL), the much-awaited football extravaganza, which will begin from October 12, 2014, has launched its second official promo. The new campaign, conceptualised by Ogilvy & Mather, stars eight celebrities, namely, Abhishek Bachchan, Ranbir Kapoor, Sourav Ganguly, Sachin Tendulkar, Virat Kohli, Del Piero, Nita Ambani and Football, who are seen extending the ‘Come on India, let’s football’ chant to the grass-roots level.
Hero ISL has also signed up six iconic brands as sponsor partners. Maruti Suzuki has been signed up as the Associate Sponsor, whereas PepsiCo India, Amul, Puma, Muthoot Group and Nise Gel have come on board as Official Partners.
The first TVC was launched on September 7, and it sparked the start of the League’s lead up to a 36-day, 360-degree marketing campaign, bringing alive the hopes of over a billion people to live their dream of building a footballing nation.
Commenting on the campaign, Piyush Pandey, Executive Chairman, National Creative Director, Ogilvy & Mather said, “I was born a sportsman and I think I’m reborn with a football in my hand. India is a great nation which will excel in everything possible and football is our next goal. I’m extremely excited about the tournament and the communication. The only thing I want to hear is 1.2 billion people saying ‘Come on India, let’s football’.
Star Sports, the official broadcaster of the league, has planned to herald an unparalleled reach for the league, by telecasting ISL on eight channels in the sports and general entertainment category, across five languages, along with live streaming on www.starsports.com. Star Sports has also joined hands with IMG-Reliance to promote football at the grass roots in India, through ISL.
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.”
Meanwhile, the Hero Indian Super League has announced that the league has signed up six iconic brands from diverse industry verticals as sponsors and partners. The opening ceremony, on Sunday, October 12, 2014 at the Salt Lake Stadium, Kolkata, will be telecast starting 6 PM on eight channels of the Star Network and also be aired on www.starsports.com, whereas, the on-ground stadium entertainment will start 5:20 PM onwards.
Joining Hero MotoCorp, the Title Sponsor, is Maruti Suzuki which has signed up as Associate Sponsor. PepsiCo India and Amul have signed up as Official Partners. The Muthoot Group, along with Puma and Dr Reddy’s Nise Gel, have also signed up as Official Partners.
Sanjay Gupta, COO, Star India, said, “We are a few days away from the kick-off of the Hero Indian Super League and it has gained excellent traction as is evident in the number of sponsors lined up to support the league. We welcome these brands on board to support the Hero Indian Super League – a league that is bound to change the development trajectory of Indian Football. This is a historic opportunity for brands to be part of the birth of a footballing nation.”
Agency: Ogilvy & Mather
Creative Team: Piyush Pandey, Abhijit Avasthi, Anuraag Khandelwal, Satish Desa, Adarsh Deshbhratar
Client Servicing: Samrat Bedi, Mohit Ahuja, Benitta Jacob, Vikram Turakhia
Planning: Shashank Lanjekar
Films: Porus Khareghat