Television

Hero ISL an ideal platform to educate the youth about hydration: Bisleri’s Anjana Ghosh

Over the years, the Hero ISL has attracted a steady stream of advertises

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MUMBAI: With the Hero Indian Super League (Hero ISL) is set to kick off on 29 September 2018, a national campaign titled #FanBannaPadega has been rolled out by the organisers to drum up enthusiasm ahead of the fifth edition. The essence of the campaign puts football fans at the heart of the experience and their role in helping Indian football grow.

Season five of the league will be broadcast in six different languages - English, Hindi, Tamil, Malayalam, Bengali and Kannada. On the digital, front the league will also be live streamed on Hotstar and Jio TV.

Through the years, the Hero ISL has attracted a steady stream of advertises. This year, the league is being backed by Hero, DHL, Bisleri, Maruti Suzuki, Dream11, Zeven, Nivia and Imperial Blue.

Bisleri international marketing director Anjana Ghosh said, “The younger generation decides what the trends are. Events such as Hero ISL have been able to capture this new found interest in football and made it more relatable by showcasing Indian talent along with foreign. Now, that younger generation is increasingly realizing the importance of active lifestyle, Bisleri would like to emphasize the importance of water for leading a healthy lifestyle.”

Hydration as a subject is often neglected in India. Associating with Hero ISL gives Bisleri an ideal platform to connect with the youth, educate them about the importance of right hydration, hydrate the players on ground and in turn let the consumers know that they care for their health.

“Hero ISL is a new platform for Indian footballers where they compete with International players, and, it is truly a delight to watch our national players do so well and gain recognition worldwide. A lot of young adults, the millennials, are coming forward and showing their support to this sport. So we believe this is the right platform for Bisleri. Here water matters and that works very well with our product”, she added.

From marathons to cricket, Bisleri has always aligned itself with sporting events. The brand has made its presence felt on the ground, in both large scale and smaller local events as well.

 “We see a very natural fit with sports since the right kind of hydration is essential for an intense sport like football. Popularity of football is only set to rise and hence such associations will be fruitful in the long run”, she concluded.

India is an emerging football-loving nation, with loyalties divided at marquee global leagues/championships, but Hero ISL gives them the opportunity to come together to celebrate India’s footballing revolution. Thus, the campaign for season five is a call out to all football fans at large to come together for Indian football – #FanBannaPadega.

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