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MUMBAI:
BBH India has rolled out an ad campaign for Airtel's initiative
'Rising Stars'.
Rising Stars is a football talent hunt across India, Sri Lanka and
Bangladesh to find the best young football players in South Asia.
The winners will be sent by Airtel on an all-expense paid seven-day
training schedule to the Manchester United Soccer School in the
UK. It will be a 3-month long programme held across eight cities
in India with two preliminary rounds of selection. The players who
then make it to the final round will be judged by scouts from Manchester
United.
This
association with Man U will help Airtel cut across a whole new set
of young people on a topic that's extremely close to their hearts
- football, the company said.
The
program is targeted at children in the age-group of 14-16 years.
To create buzz amongst the TG Airtel has created a special Facebook
page. Aspirants can register on the site and check out training
videos, download pictures, play games and become part of the Airtel
Rising Stars fan club.
The comprehensive communication campaign is conceptualised by BBH
India. The central idea of the campaign is "If you are the
best football talent in South Asia, Airtel will give you a chance
to learn to play the United way."
The agency has also launched TVCs as well as the shorter films that
have been shot by Ram Madhvani of Equinox Films. The launch TVC
aims to create "excitement" among the TG and showcase
the "largeness" of this initiative. The short films are
stories that will be used to keep the buzz alive and get more kids
to register for Airtel Rising Stars.
The
communication will also be rolled out in print, outdoor and few
other mediums to support the TVC.
The
media agency working on the account is Madison.
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