Ahead of the team’s high profile and historic first match in the first division of the Hero ILeague, Real Kashmir Football Club launched a new campaign to illustrate and further amplify the impact the club has made in its local region and across India.
The initiative is fronted by a hero film created in partnership with supplier Adidas India and creative agency Chiel WW India.
The video opens with images of the region and a narrator outlining how Kashmir has long been known for the noise of unrest but is now being reinvigorated with the voices of fans cheering the team.
The ad, which features genuine residents of the region, is narrated by an elderly Kashmiri man who’s seen the valley’s beauty eroded by unrest and yet now describes how it is changing again as football is helping bring a positive transformation and is unifying people.
The spot weaves RFKC’s history and evolution through its story arc – including footage of training sessions, match film and the crucial penalty which resulted in the team qualifying for the I-League.
It champions the role of the team in the area, promotes how the club has inspired kids to take up football and ends by revealing that the fan narrator at the centre of spot, Umar Mir, is visually impaired.
The film, which has a soundtrack inspired by the Kashmiri traditions of singing the age-old folk songs (‘Neroo haa naujawano / Oh young man go and fly in skies – a rhyme that aims to inspire young children), carries the tagline “You think you’ve heard a lot about Kashmir. It is time you see #TheRealKashmir.”
The spot runs on local television and is amplified across its digital and social platforms – including Instagram and Twitter –
You think you've heard a lot about Kashmir. It is time you see #TheRealKashmir https://t.co/8tUy0HQRiU
— Real Kashmir FC (@realkashmirfc) October 31, 2018
“The film for us is inspirational and evocative. It sums up what we are,” explains Real Kashmir FC co-owner Shamim Meraj.
“We are very thankful to locals of Jammu and Kashmir without whom we couldn’t have put our inspirational story together. It’s a great moment for a young club to produce something like this.”
Aneesh Jaisinghani, executive creative director, Cheil WW India added: “This is not merely a campaign but a very special initiative to drive a perception change, to stir the emotions of people of this country and drive collective optimism towards Jammu and Kashmir. We are very proud to partner with Real Kashmir FC and hope to make a difference in the lives of people.”
Comment:
A powerful piece that genuinely moves: a storytelling spot with genuine authenticity amidst so much global commercial football clutter.
Amidst long-term political violence, civil strife and social unrest, Real Kashmir has recently been a beacon of hope.
The team has played for decades in a valley that has been something of a battlefield, but the club’s current success is acting as something of a catalyst of change and a fulcrum for unity.
The campaign came ahead of the club’s Hero ILeague debut.
No club from the region, or the entire state has qualified before for the top tier, but, having come through its 2017-18 Second Division undefeated, Real Kashmir is making history and the campaign trumpets its achievements.
And, as a bonus, in its first game in India’s top flight, Real Kashmire beat the defending champions Minerva Punjab FC away from home in Panchkula.
The campaign and the team’s Hero ILeague debut follows the announcement earlier in October that Adidas India was partnering with the club to become its official kit supplier and to promote football in Jammu and Kashmir.
Dave Thomas, managing director of Adidas Group, India, said: “Through sport, we have the power to change lives and the Real Kashmir team is a great example of this. Real Kashmir and its players have shown dedication and perseverance under difficult circumstances and we are proud to support them as they create history”.
Sean Van Wyk, senior marketing director at Adidas India, added: “As Creators, at Adidas, we believe that through sport, we have the power to change lives. And what better way to make a difference than join the journey of the young and empowered RKFC.Being the torchbearers of positivity in Kashmir, RKFC kicks off the season in the top division. Real Kashmir has created history and we wish RKFC the very best and look forward to encouraging the youth towards building a healthy sports culture in the country.”
This is just one of several standout football campaigns from India in recent months – including Jamshedpur FC’s ‘Greatest Fan’ (see case study) and Star Sports #FanBannaPadega (see case study)- all showing the growing strength of the sport in the country.
Links:
Real Kashmir FC
https://twitter.com/realkashmirfc
https://www.instagram.com/realkashmir_fc/
https://www.facebook.com/RealKashmirFC/
https://www.youtube.com/channel/UC8R3X3qtanBcriluaLg2oZA/featured
Cheil WW India
Adidas India
