Continuing with its brand message Here To Create Change, global sportswear manufacturer adidas has partnered with new I-League entrant Real Kashmir Football Club and supported its #TheRealKashmir campaign.
Conceptualised by Cheil WW India, the digital film as a second leg og the campaign reinforces how RKFC and football have inspired a change in Kashmir.
The film captures an old man, how he has seen it all change for the better and how football is bringing in a positive change in the valley. It portrays how RKFC qualified for the I-League when its star player Danish got tripped in the penalty box, taking a decisive penalty. The film concludes by revealing that the protagonist, Umar Mir, is visually impaired and yet could feel football changing the valley for the better.
The film is beautifully held by an authentic and emotive Kashmiri folk song ‘Neroo haa naujawano’ that inspires the youth in Jammu and Kashmir to aim and strive high in their lives.
Shamim Meraj, Co-owner, Real Kashmir Football Club, said, “The film for us is inspirational and evocative. It sums up what we are. We are very thankful to locals of Jammu and Kashmir without whom we couldn’t have put our inspirational story together. It’s a great moment for a young club to produce something like this.”
Talking about the partnership, Sean Van Wyk, Senior Marketing Director atadidas India, said, “At adidas, we firmly believe that through sport, we have the power to change lives, and now we are getting to live and see it in India. adidas aims at redefining the ‘Real’ Kashmir through the lens of sports and becoming the proponent of positivity and changing lives in Jammu and Kashmir through football. Real Kashmir FC is the flag-bearer of positivity, and they epitomise our brand message — Here To Create Change.”
Aneesh Jaisinghani, Executive Creative Director, Cheil WW India, added, “This is not merely a campaign, but a very special initiative to drive a perception change, to stir the emotions of the people of this country and drive collective optimism towards Jammu and Kashmir. We are very proud to partner with Real Kashmir FC and hope to make a difference in the lives of people.”
The film will be followed by an exclusive photo exhibition, open for the public, which will capture the true essence of Jammu and Kashmir. The exhibition will lend a new perspective through the lens of sport and redefine J&K in photographs.
Client: Real Kashmir FC
Agency: Cheil India
Director: Daniel Upputuru
Production House: DZU Films
Music Director: Raghav and Arjun