Indian cricket superstar and new LaLiga ambassador fronts a new film which forms the focal point for the Spanish top division’s first ever campaign in India.
La Liga’s debut India-specific, social-first initiative is built around a spot which blends on-pitch action shots from the league with promoting the values for which LaLiga stands – discipline, pride, precision and passion.
It aims to increase knowledge among sports and football enthusiasts across India about the Spanish top-tier league and its work in the country.
The spot is based around the idea that ‘it’s more than just football’, the 55-second Facebook film closes with Sharma, one of India’s modern batting greats, stating that ‘It’s not football, it’s LaLiga’.
The video, which ends with details about the broadcast destination for LaLiga in India – Facebook Watch, will have a 360 degree rollout across various platforms.
The video, which ends with details about the broadcast destination for LaLiga in India – Facebook Watch, will have a 360 degree rollout across various platforms.
The film, conceptualised and created by India on Track, sees the Spanish football rights holder seeks to carve out its own space in the Indian sporting firmament by leveraging the country’s sporting passions.
India On Track, which also runs partnerships in the country with other sports organizations such as the NBA, is the official strategic agency for LaLiga in India.
The two are working in tandem to bring to fruition LaLiga’s ambitious plans in India which range from opening of an official office, to developing awareness and brand building, as well as creating a set of commercial assets for the league.
The strategy underlines projects in player training, development of the football eco – system, brand visibility, an experiential connect with LaLiga, partnering with existing football properties and creating new commercial properties.
“Looking back at the past three years, we can proudly say that we have managed to carve a space for ourselves in the hearts of millions of football fans in India. We have also learned about the passion this country has for premium international sporting content and we have launched this campaign to take LaLiga closer to millions more,” said , LaLiga India MD Jose Antonio Cachaza.
“We have the perfect combination, with great content, an icon like Rohit Sharma as our ambassador and a strong broadcast partner like Facebook. The Indian fans can now catch the best football action in the world live and exclusive free of cost from their mobile devices, TV screens and computer services on Facebook Watch,” Antonio added.
Rohit Sharma, LaLiga India’s brand ambassador said, “As an athlete, I know that sports is not only about technique but also, passion, adrenaline, temperament, strategy and character. I believe football tests all of these attributes in an individual and whether you are playing or watching the sport, you tend to feel it running inside you.”
“I am extremely excited by this campaign as it helped me connect with LaLiga fans not only as a sportsperson but also as one of them. I believe that LaLiga drives you to play the sport and there can be no better testimony to a legendary league than this,” added Rohit.
Comment:
It was three years ago that LaLiga opened its first office in India with the aim of moving more deeply into the Indian sports market. Via various different initiatives, it has established itself and set fresh landmarks – particularly in the digital arena.
The league now has over four million followers on Facebook
LaLiga has been operating in India since 2017 and Facebook bought the LaLiga rights in India back in 2018 and in both 2019 and 2020 streamed all matches of the 2019 Spanish La Liga live.
Facebook offers all matches at no cost to fans on the social network and partnered on the ‘La Liga Football Schools’ initiative to boost the sport at the grassroots level in associations with Indian brands such as BKT and Dream11.
Links:
La Liga
https://www.facebook.com/LaLiga
https://www.instagram.com/laliga/
https://www.youtube.com/user/laliga
India on Track
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