Hero Indian Super League (ISL), the much awaited football league that kicks-off Oct 12, is banking on its new TV commercial "C'mon India ! Let's football" to capture the imagination of the 1.2 billion people of the country.
The first commercial, which was launched Sunday, marks the start of the league's lead up to a 36-day, 360 degree launch marketing campaign with the opening game scheduled for Oct 12.
The campaign "C'mon India, let's football" has been conceptualised by Ogilvy & Mather and features 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 by the football fever. It was shot in more than 20 locations in India.
"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!" said Gayatri Yadav, marketing head, Star India.
Srinivvasan Gopalkrishnan, assistant vice-president marketing and commercial - ISL, feels the film showcases India's grand welcome to the beautiful game
"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!" he said.