The Hero Indian Super League has launched its official TV campaign titled 'C'mon India, Let's football', kick-starting an extensive marketing campaign in the run-up to the football tournament's inaugural game on October 12.
The campaign was launched on September 7 with a panoramic 100 second film capturing the "hopes of 1.2 billion people to live their dream of building a footballing nation".
"Conceptualised by Ogilvy & Mather, the TV commercial urges Indians to be part of their very own league with a simple yet powerful phrase," the ISL said in a statement.
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 statement added.
The film was a magnum-opus project shot across 20 plus locations in India by Manoj Pillai (ThinkPot films). The campaign was launched during Sunday's T20 cricket match between India and England - followed by a heavy promotional blitz across Star Network.
Social media sentiment for the campaign are very positive - with fans eagerly awaiting the start of the tournament and football action in India!
Gayatri Yadav, Marketing Head, Star India said, "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."
Srinivvasan Gopalkrishnan, AVP Marketing & Commercial - ISL, 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.
