Star Sports ISL campaign TVCs laced with regional touch

Star Sports ISL campaign TVCs laced with regional touch-InsideSport
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Star Sports is creatively strengthening its regional base. India’s biggest sports broadcaster has captured that regional element emphatically in creative TVCs to capture ISL clubs culture, legacy and journey in the Hero Indian Super League.

The campaigns – #NotunJugeyATKBukey for ATK; #NammaBlues for Bengaluru FCand  #Kalipadakkannam Cuppadikkannam for Kerala Blasters – released in the first week of the Hero ISL, reflect strong regional colours. Kerala Blasters’ #Kalipadakkannam Cuppadikkannam with 319,000 views over four days has been an instant hit on Youtube video platform. Bengaluru FC’s TVCs #NammaBlues and Kerala Blasters’ #Kalipadakkannam Cuppadikkannam though slow off the blocks, have registered 20,000 and 9,000 youtube views respectively on the first day of release on Friday.

ATK: #NotunJugeyATKBukey. The theme tagline literary means “In this new dawn ATK is in our hearts”


To enliven the thrill among football fans across West Bengal, who cheer for their home team at the upcoming ISL Season 4, Star Sports has launched a new film which emphatically portrays how ATK – the most successful  Hero ISL team with two titles from three seasons – is ready to take the football season by storm.

Set to the inspiring tunes of the 1971 song Sab Khelar Shera Bangali, Tumi Football, the film is an amalgamation of emotions, passion and pure frenzy that football inspires among fans. The song itself has a strong cultural and emotional connect with the state of West Bengal. This version of the iconic song has a more modern tone and is shown to bring the entire state together for ATK. One of the highlights of the film is former Indian cricket captain Sourav Ganguly, who features prominently in the film. Furthermore, the film also features players Eugeneson Lyngdoh, Robin Singh, Debjit Majumder and Prabir Das.

“The tagline of the film, Notun Jugey ATK Bukey, which means ‘In this new dawn ATK is in our hearts’, captures the very essence of the idea behind the film. ATK is one of the strong contenders in the Hero Indian Super League and continues to inspire football fans across the state. We are looking forward to see how the 2-time champions fare in the new thrilling 4th season of Hero ISL,” said a Star India spokesman.

BENGALURU FC: #NammaBlues. The video talks about the Blues – one of the formidable Hero ISL teams – marching into the league with their eyes on the trophy.

Punctuated by resounding cheers of #NammaBlues, the stirring film hooks the viewers by the sheer magnanimous portrayal of football frenzy among Kannadigas. Featuring a modernized version of the club anthem, ‘When the Blues Go Marching In’, being recited by the fans, the film lends credibility and familiarity to an already existing and burgeoning following for Bengaluru F.C. The film features captain Sunil Chhetri, along with leading players Gurpreet Singh Sandhu and Udanta Singh marching the streets of Bengaluru, as supporters throng to the stadium to witness their heroics. The film talks about the Blues marching into Hero ISL with their eyes on the trophy.

“Bengaluru F.C.’s maiden season in the Hero Indian Super League simply elevates the competition that the tournament has seen so far. The franchise has a committed following across the state of Karnataka, which is adequately captured in the new film. The stakes are higher this year, and we join the Kannadiga football fans to catch an exciting season of Hero ISL,” said a Star India spokesperson.

The film is created by for Star India.

KERALA BLASTERS: #Kalipadakkannam Cuppadikkannam. The film, with an appeal to the fans to come forward in support of the Yellow Brigade, also features the team co-owner, Sachin Tendulkar.

Drawing from Kerala Blaster’s journey in the Hero ISL, the film is a callout to all the fans to renew their resolve and belief in the team as they prepare to bag the cup this season. At the heart of the film is the rallying call of Kalipadakkannam Cuppadikkannam, which is further strengthened by the presence of none other than Sachin Tendulkar.

“Kerala Blasters have been one of the most powerful units in the Hero Indian Super League across 3 seasons. The team enjoys a strong and loyal fan base in Kerala and Kalipadakkannam Cuppadikkannam is an appeal to all those loyalists to come forward and support their team in their quest for glory. We are looking forward to how the 2 times finalists take on the new challenge in their quest to emerge victorious in a thrilling 4th season of Hero ISL,”  said a Star Sports Spokesperson.

The film, created by McCann Chennai, further fuels Kerala Blasters’ rivalries with Chennaiyin FC, Bengaluru FC and ATK in the build-up to the league.


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