Adidas has rolled out a campaign that builds on its partnership with Real Kashmir FC. The campaign conceptualised by Cheil WW India consists of three films that celebrate the 'unreal fans of Real Kashmir'.
The campaign rides on the insight, where fans of opponent clubs started cheering for Real Kashmir FC, as it became the second favourite club of opponent fans on social media.
One film features travel blogger Priya Verma. Verma was a fan of Kashmir for its natural beauty. That made her support Real Kashmir FC, even though she wasn't a follower of football prior to the club's appearance in the I-League in 2018.
The other shows a fan of Kerala football fan starting to support Real Kashmir as his second club because of the way the team upset the defending champions in their debut game.
Manish Sapra, senior marketing director, adidas India, said, “Our journey with Real Kashmir has been unimaginable, unthinkable and unbelievable, summarised in just one word ‘Unreal’. This campaign is dedicated to the Unreal Fans of Real Kashmir who may support other clubs but hold a soft corner for the snow leopards.”
Sandeep Chattoo, owner, Real Kashmir FC, added, “This is such a cool campaign to celebrate all the new fans who have started supporting us in our journey. When we saw the campaign for the first time, we absolutely fell in love with it. It beautifully brings together the various sentiments of numerous fans across the country.”
Aneesh Jaisinghani, ECD, Cheil India, said, “Last year, the first timers, Real Kashmir Football Club team, received huge success and with that we observed a never-seen before trend on social media! The die-hard fans of opponent clubs began following and cheering for RKFC. A die-hard football fan never cheers for any other team! RKFC was gaining popularity among these die-hard fans too! And thus, was born the campaign. This initiative intends to throw a spotlight on all those unreal fans of Real Kashmir and encourage them to share their love for the team."