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Indian Super League kicks off TV campaign

MUMBAI: The Indian Super League (ISL), the most anxiously awaited football extravaganza in the country, has launched its official TV campaign with a panoramic 100 second film capturing the hopes of 1.2 billion people to live their dream of 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. The opening game will kick off on 12 October.

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”.

With a peppy soundtrack composed by Amit Trivedi, it captures the spirit of hundreds of millions of fans across India. Be it the fishermen of Kerala, the dancers from Rajasthan, or the monks in the northeast, everybody is gripped with the football fever.

The combined effort, passion and power of Indian fans eventually takes shape of a unique and panoramic human stadium. The film ends with hope in the eyes of young kids as the sky fills with raining footballs. This film signifies the birth of a billion hopes and dreams for a future in football.

The film was a magnum-opus project shot across 20+ locations in India by Manoj Pillai (ThinkPot films). The campaign was launched on Sunday’s T20 game – followed with a heavy promotional blitz across Star Network.

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 it’ll have the nation buzzing in anticipation for the 12th October launch of the league. The high-point of the launch film is the evocative formation of the “human stadium” – signifying the passion and belief of millions of Indian fans!”

Ogilvy & Mather executive chairman and creative director, South Asia Piyush Pandey feels he was born a sportsman and now reborn with a football in his hand. He 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”.

ISL AVP Marketing & Commercial Srinivvasan Gopalkrishnan believes in the power of football. “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: Come on, India. Let’s Football!”