The much-anticipated first season of the Indian Super League (ISL) is scheduled to start on October 12th. For this, the organizers have released a captivating TV commercial (TVC) that aptly captures the fervor behind the sport.
The ISL is arguably the most anxiously awaited football event in India this year. The official TV campaign that was launched on 7thSeptember kicked off with a 100-second panoramic film that appropriately showcased the hopes of 1.2 billion people in developing a thriving football culture in India.
The first television advertisement kick-starts the lead-up to a 36-day-long integrated marketing campaign for the opening game that is scheduled for next month.
Bringing about a Football Revolution
The league is a result of a joint venture between Reliance Industries Limited and International Management Group. The league is built on the vision of Nita Ambani, Chairperson of Reliance Foundation,to encourage the spirit of sports. The league intends to bring about a football revolution in India. She says, “ISL hopes to act as a foundation in creating an ecosystem to nurture talent and make our own national football heroes.”
This event ushers inhope of India qualifying for the FIFA World Cup in a few years’ time.
C’mon India, Let’s Football!
With this simple phrase, the television commercial conceptualized by Ogilvy & Mather urges Indians to be a part of their very own league. The peppy soundtrack for this commercial is composed by Amit Trivedi who has been able to aptly capture the spirit of millions of fans all over the country.
The commercial reaches out to everyone from fishermen in Kerala to pujaris on the banks of the Ganges;from monks in the north-eastern part of the country to dancers in Rajasthan. The joint effort, power and passion of Indian fans towards football eventually takesthe shape of a unique human stadium, acting as an overwhelming climax to the film.
Audience Reception
This artistic commercial was shot at over 20 locations across India by Manoj Pillai from ThinkPot Films. The campaign was launched in the T20 game between India and England on Sunday, followed with full-fledged promotional broadcasting across the Star Network.
Piyush Pandey, Executive Chairman and Creative Director, South Asia, Ogilvy & Mather 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,’C’mon India, let’s football!'”
Srinivasan Gopalkrishnan, AVP Marketing & Commercial – ISL says, “This film showcases India’s grand welcome to the beautiful game and, with it, the passion and dreams of all Indians out there. Come 12th October, the fans will be treated to a great sporting spectacle and we hope everyone joins us in saying: C’mon India,let’s football!”
The audience found the creative of the commercial to be loyal to the magnificent size of the project. It has been able to effectively bring alive a sense of inspiration that will eventually help India take its rightful place in the world of football. On social media as well, the sentiment towards this campaign is positive.