Campaign India Team
Sep 11, 2014

ISL heralds 'birth of a footballing nation'

Watch the promo conceptualised by Ogilvy & Mather here

The launch film for the inaugural Hero Indian Super League has been rolled out.
Conceputalised by Ogilvy & Mather, the film themed 'Come on India, Let’s football’ bills the launch as the birth of a footballing nation.
A group of fishermen pull out their nets from a water body, only to find them filled with footballs. This is followed by a young boy kicking a ball, an act which seems to set off a chain reaction all over the country. We see people from different cultures, age groups and walks of life taking part in footballing festivities. These include a man on an elephant, people in a crowded mall, tribal people in a forest, a marriage party and an elderly couple. Smiles and footballs go around, across the country.
The sound track says, ‘Let’s Football!’. The revellers run towards a spot in a desert, where they all sit down huddled together with great excitement. There is a sense of joy in the air and as the camera pulls back we see that the crowd has formed a human stadium. They begin to chant in unison as young children (players) run onto the field and are inundated with footballs. The super reads, 'India Super League. Starts 12 October.'
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 the 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!”
Piyush Pandey, executive chairman and creative director, South Asia, Ogilvy & Mather, said, “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'."
Srinivvasan Gopalkrishnan, AVP marketing and commercial – ISL, added, "This film showcases India's grand welcome to the beautiful game and with it, the passion and dreams of all Indians out there."
Client: Hero Indian Super League
Creative agency: Ogilvy & Mather
Director: Manoj Pillai
Production house: ThinkPot films
Music director: Amit Trivedi
Campaign India