Television

Hero ISL launches campaign heralding birth of a footballing nation

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MUMBAI: The most eagerly awaited football league in the country; Hero Indian Super League launched its official TV campaign on 7 September with a panoramic 100 second film capturing the hope of people wishing to see the building a footballing nation.

The first TVC sparks the start of the league’s lead up to a 36-day, 360 degree launch marketing campaign, with opening game scheduled on 12 October 2014.

Conceptualised by Ogilvy &Mather, the newly launched TV commercial urges Indians to be part of their very own league with a simple yet powerful phrase, “C’mon India, let’s football”. Composed by Amit Trivedi, the peppy soundtrack strives to capture the spirit of hundreds of millions of fans across India. The TVC features the fishermen of Kerala, dancers from Rajasthan, monks in the northeast and everybody who is gripped with the football fever. These fans then through their combined effort and power are seen taking the shape of a human stadium. The film ends with hope in the eyes of young kids as the sky fills with raining footballs.

Star India marketing head Gayatri Yadav says, “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 football world. The track is brilliant and we are confident that it’ll have the nation buzzing in anticipation for the 12 October launch of the league.”

Ogilvy & Mather executive chairman and creative director South Asia Piyush Pandey, who feels he was born a sportsman adds, “India is a great nation which will excel in everything possible and football is our next goal. I’m extremely excited about the league and the communication. The only thing I want to hear is 1.2 billion people saying “Come on India, let’s football.”

The film shot across 20 plus locations in India by Manoj Pillai of ThinkPot films was launched on Sunday's T20 game - followed with a heavy promotional blitz across Star channels network.

Indian Super League AVP marketing and commercial Srinivvasan Gopalkrishnan says, "This film showcases India's grand welcome to the beautiful game and with it, the passion and dreams of all Indians out there.”

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