Leveraging the start of the fifth season of the Indian Super League (ISL), Jamshedpur FC launched a new campaign – ‘Saath Chalo, Jam Ke Khelo’ – celebrating football, the club and its home city, the spirit of togetherness and its greatest fan
Developed in harness with agency JWT Kolkata, the 360-degree initiative pays tribute not only to the club’s greatest fan, but to all its fans in and around the city of Jamshedpur and aims to unite a city for which football is more than just a game.
The integrated campaign runs both ATL and BTL and spans television, radio, outdoor, digital and social, plus a series of on-ground activations.
The creative aims to reflect and create intense fan emotions: igniting passions and connecting them closer to their local club and to support them on their journey this season.
The objective behind the hero film is to forge an emotional bond amongst the supporters and between fans, the players and the team (a franchise owned by Tata Steel).
It is shot from the perspective of a little fan – the team’s greatest fan – who does whatever it takes to drum up support for the team and it aims to capture the vibe of the city of Jamshedpur as it gears up for the new ISL season.
The outdoor strand plays a major role in the campaign with posters right across the city of Jamshedpur and the local area all aiming to showcase the football carnival created by the fans.
The campaign launched at the start of the new IPL season, which is Jamshedpur FC’s second outing in the tournament, and, according to JWT ECD Arjun Mukherjee (who was part of the creative team), the challenge in the brief was to strike an emotional chord that brings alive the journey of the greatest fan.
Jamshedpur FC CEO Mukul Choudhari said, “We have kicked of the second season with new energy and enthusiasm. The support from fans motivates us to give our best on the pitch and the support from our Tata Steel family too has been really strong. The film captures the spirit of Jamshedpur city, the fans and the Tata Steel fraternity quite wonderfully. It’s a strong community that makes a great team.”
While Vijay Jacob Parakkal, J Walter Thompson (Kolkata) SVP added: “We at JWT Kolkata are extremely thrilled to kick off this partnership with Tata Steel’s Jamshedpur Football Club. JFC ‘s brand of football has generated tremendous excitement in a relatively short period of time. This campaign is about connecting with and celebrating the deep-seated emotion that surrounds the team everywhere it goes. We are looking forward to an exciting ISL season.”
“This is the second season for Jamshedpur FC and we are all overwhelmed by the support the team has received from fans,” commented Tata Steel head of marketing and sales Sanjay Sahni.
“So we decided to support the team by doing a digital film that brings forth the true sense and spirit of the fans cheering for their team. We are quite pleased how it has come out and it is already seeing good traction in the digital space.”
Comment:
An impressively rich campaign full of passion and exuberance.
The twin tactics behind the video strand and the outdoor strand is also worthy of note to football marketers – especially in countries where the game is still developing as a major sport.
Links:
Jamshedpur FC
https://www.facebook.com/JamshedpurFC/
https://twitter.com/JamshedpurFC
https://www.instagram.com/jamshedpurfc/
https://www.youtube.com/channel/UCrp0IQVjIkuV2TdLtCbwjmA/featured
J Walter Thompson, Kolkata
https://www.jwt.com/en/kolkata&
Indian Super league
https://www.indiansuperleague.com/
