Kia Motors, the official partner of the 2018 FIFA World Cup Russia, has launched a campaign to choose two children from India as the Official Match Ball Carriers. They will be among 64 such children chosen from across the globe. This is the first time children from India are featuring at the FIFA World Cup.
Given that Kia has just entered the Indian market and with product launch slated for next year, the objective was to leverage its FIFA association and introduce the brand to India in an engaging manner.
A power-packed football music video has been created by Innocean Worldwide India titled "Two Little Feet", which captures the passion for football among kids, culminates with two kids being chosen as the Official Match Ball Carriers. It is the culmination of a multiple city talent hunt from which the two children, Rishi Tej and Nathania John K were selected. The children had to upload their football skill videos to be eligible for the final round of selections held in Gurugram, judged by Sunil Chhetri, Captain of the Indian National Football Team and Porush Jain, CEO, Sportskeeda.com.
Madhavi K Guha, Sr. GM Account Planning at Innocean, said, “The choice of FIFA as the first touchpoint with the Indian audience for brand Kia was a conscientious one and in line with the brand tenet of being exciting. It is also intended to enhance consumers’ sense of expectation from the brand in its own way. The key anchor point for us lay in the fact that these kids will be the first-ever Official Match Ball Carriers from India and our strategic intent was to glorify that in ample measure.”
SM Talha Nazim, Sr. ECD, Innocean Worldwide India, who is the creative mind behind this idea, said, “Advertising is an interruption. Moreover it breaks the tempo of the game. Also it's Kia's first entry into India. And Kia happens to be the official partner of the FIFA World Cup. So we decided to make the interruption as interesting as possible. Thus was born the idea of a football music video, offering fans an action-packed match between kids. This was also in sync with Kia's World Cup plans as it is sending India's first Official Match Ball Carriers to Russia. After that it was a child's play. Get the best production house and the best director for the job and let them fly. Hopefully, people will enjoy this piece and remember Kia Motors as a young, vibrant brand that is as passionate about football as it is about cars.”
Summing up the entire endeavour, B Sridhar, Business Director at Innocean, added, “We are happy with the overall response to the entire activation idea that preceded this video to choose the OMBCs. The response to ‘Two Little Feet’ is building up fast and in good numbers. The Indian fans shall surely resonate with the intent of Kia to give young feet a place of pride on the world stage called FIFA World Cup.”
Commenting on the digital video, Manohar Bhat, Head, Marketing and Sales, Kia Motors India, said, “The video captures the essence of the football season that has taken over the world. We at Kia are proud that through our Kia-FIFA OMBC campaign, this is the first time India is getting represented at FIFA World Cup and this video shows the enthusiasm and love for the game among the kids and youngsters. We will bring more such interesting opportunities to India and we look forward to engaging with our potential customers across the country.”
Client: Kia Motors India
Agency: Innocean Worldwide India, Delhi
Sr. ECD and Writer: S M Talha Nazim
Business Director: B Sridhar
Account Management: Raghavendra Rao and Sarthak Verma
Digital: Richa Chugh
Account Planning: Madhavi K Guha and Akshara Sharma
Production House: Good Morning
Director: Shashanka Chaturvedi
Executive Producer: Vikram Kalra
Cinematography: Jason West
Music: Subhajit Mukherjee
Editor: Shashanka Chaturvedi & Tushar Shivan