Hockey maybe our national sport but it is cricket that we worship; it is cricket that we love and adore. It is the cricketers that make all the moolah endorsing products and not hockey players. In fact, we do not even know our Hockey players or the world’s. To change this equation and make hockey a cool and loved sport too, sports broadcaster Star Sports has embarked on a fun journey, ahead of the second edition of Hero Hockey India League (HHIL).
All set to start three days later on January 25, 2014, HHIL will see the world’s best hockey players battling it out to win the trophy for their state teams – Delhi Waveriders, Jaypee Punjab Warriors, Uttar Pradesh Wizards, Mumbai Magicians, Kalinga Lancers and Ranchi Rhinos. And Star Sports has created video films for each of the teams, where star players showcase their hockey skills at iconic locations in the participating franchise cities/regions.
The campaign seeks to position the league as ‘The new face of Hockey’. The central film in the minute-long video embedded below features national and international hockey players showcasing their hockey skills across hills, building terraces, narrow road gulleys, staircases, etc.
Uploaded on the Star Sports YouTube channel, each of the team videos have received a good number of views. The Delhi Waveriders film has been shot at the Jantar Mantar while the Uttar Pradesh Wizards play Hockey in the lanes of Varanasi. The Kalinga Lancers film has been shot at the Puri beach while Mumbai Magicians show their Hockey skills in a Mumbai local train. Ranchi Rhinos hit it out at the Dassam Falls while the Golden Temple in Amritsar serve as the back drop for the Jaypee Punjab Warriors team.
The videos are being promoted on the Facebook and Twitter pages of the brand summing up to a total of 2.2 million fans and 174K followers. Though much more could have been done with visuals promoting the star players and sharing interesting trivia about them. I’m sure looking forward to experience the new face of Hockey, are you?