Real Kashmir FC kit supplier Adidas rolled out a new campaign celebrating its ‘Unreal Fans’ which revolves around the insight that the club has become the second favourite side of so many other I-League football fans in India.
The partnership campaign between the global sportswear giant and the I-League club, which was conceptualised and created by Cheil WW India, is built around three online fan-focused films.
One film from the social series features a fan of Kerala Blasters FC who started to support Real Kashmir as his second club because of the way the team upset the defending champions in their debut game.
Another spot stars travel blogger Priya Verma who, even through she wasn’t originally a fan of football at all, began supporting the side due to her love of the Kashmir region’s natural beauty.
That made her support Real Kashmir FC, even though she wasn’t a follower of football prior to the club’s appearance in the I-League in 2018.
The series tells stories of #UnrealFans who went beyond their old loyalties to support the team on its debut season in the I-League: an unusual act for soccer supporters inspired by the team’s adventure in its first I-League season.
The films also run across the team’s other social platforms including Instagram,
Watch the real story of #UnrealFans who went beyond their old loyalties to support us on our maiden journey in the I-League. Die-hard football fans who did something unusual and unheard of in the world of football. Know more – https://t.co/qmuCKq2b7Z. #adidasFootball #RKFC pic.twitter.com/dqxZbHpo1v
— Real Kashmir FC (@realkashmirfc) December 6, 2019
and Facebook with additional supporting executions
and the content pieces seeks to drive viewers to the club’s website to find out more about the campaign and the team – http://bit.ly/2YoCZuh
“Our journey with Real Kashmir has been unimaginable, unthinkable and unbelievable, summarised in just one word ‘Unreal’,” explained Adidas India ZSenior Marketing Director Manish Sapra.
“This campaign is dedicated to the Unreal Fans of Real Kashmir who may support other clubs but hold a soft corner for the snow leopards.”
Real Kashmir owner Sandeep Chattoo added: “This is such a cool campaign to celebrate all the new fans who have started supporting us in our journey. When we saw the campaign for the first time, we absolutely fell in love with it. It beautifully brings together the various sentiments of numerous fans across the country.”
Shining a spotlight on the campaign, Aneesh Jaisinghani, ECD of Cheil India said: “Last year, the first timers, Real Kashmir Football Club team, received huge success and with that we observed a never-seen before trend on social media! The die-hard fans of opponent clubs began following and cheering for RKFC. A die-hard football fan never cheers for any other team! RKFC was gaining popularity among these die-hard fans too! And thus, was born the campaign. This initiative intends to throw a spotlight on all those unreal fans of Real Kashmir and encourage them to share their love for the team.”
Comment:
Second teams is a tricky area for most soccer supporters: most fans tend to have a soft spot for another side, but few will admit to it when questioned about their own die hard club commitment.
The 2019/20 season campaign from adidas builds on its team partnership and its November 2018 Real Kashmir #TheRealKashmir campaign which focused on its unification role across the region (see case study).
Links:
adidas India
Real Kashmir FC
https://www.realkashmirfc.com/
https://www.instagram.com/realkashmir_fc/
https://twitter.com/realkashmirfc
https://www.youtube.com/channel/UC8R3X3qtanBcriluaLg2oZA
https://www.facebook.com/RealKashmirFC/
Cheil India
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