Diwali creates the perfect occasion for launching new products in a bullish market. The festive season lifts up spirits as well as market expectations. While most brands launch promotional campaigns during this time, we had the Indian Super League launch a Diwali campaign featuring popular footballing stars.
The Indian Super League is to football what the Indian Premier League is to cricket. Founded in 2013 with the goal to make India a top footballing nation in the world and to promote the game in a cricket-crazy country, the Indian Super League or ISL has eight city-based franchises with celebrity owners like Sachin Tendulkar, Sourav Ganguly, Ranbir Kapoor and John Abraham.
The league runs from October to December, with the finals series determining the champion. And October is also having Diwali this year. So the team blended football with Diwali to create this amazing one-minute promotional video called ‘Yeh Diwali Football wali’.
Set against the grounds in front of a brightly lit palace, it features international footballers like Del Piero, Luis Garcia, Pires, Ljungberg, Silvestre, Trezeguet, Capdevila and David James display their football fireworks. The footballers are seen performing some amazing antics like kicking the ball amidst crackers and shooting the ball through fire hoops.
One of the footballer also shouts ‘Yeh Diwali Football wali’, from which the film gets its name.
The minute-long video uploaded on October 11 has only received 4K+ views whereas the Hero ISL has scored on digital. As per the company release, ISL has had over two billion potential impressions worldwide across social media since the campaign launch. Most of us online did witness #LetsFootball trend on Twitter.
I just wished the ‘Yeh Diwali Football wali’ video is seen by more people this Diwali.