Campaign India Team
Dec 06, 2019

Real Kashmir showcases 'unreal fan' stories

Watch the film conceptualised by Cheil India here

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." 
 
Source:
Campaign India

Related Articles

Just Published

10 hours ago

KIT Global pushes ‘minimum viable data’ for smarter ...

CEO Olga Dulinskaya explains why brands need less data, sharper personalisation, and unified platforms to navigate emerging markets.

11 hours ago

Mark Penn’s challenger playbook: Cockroach DNA, ...

At Cannes Lions, the challenger network’s CEO outlines a $5 billion ambition, a $ 20 million-a-quarter AI investment, the closing of the ADK Global acquisition, and why spectacle still works in marketing.

14 hours ago

Influencers versus employees: Who builds brand ...

AnyMind Group's deputy head of publisher growth for India explains when to use advocacy, when to go for scale – and why smart marketers use both.

15 hours ago

41% of adland fears AI will stifle creativity

In an industry built on originality, storytelling, and brand expression, the creeping influence of algorithmic solutions is viewed with both curiosity and concern.