Agency: DDB Mudra Group India

Campaign Strategy

The super trio of Football's best – Luis Figo (also President of the league), India's youth icon and a legend in the making – Virat Kohli and the pride of India, Oscar-winning musician – AR Rahman became the face of our campaign – NAAM HAI FUTSAL.

The intention of the campaign was to stamp an authority for the new league in its right T20 attitude. We created a music anthem composed by AR Rahman and rapped by Virat Kohli that got the nation singing NAAM HAI FUTSAL. NAAM HAI FUTSAL. O O O O…

Brief / Objective

In a country where Cricket has been a religion and Kabaddi, a new phenomenon, which India takes pride in, Football continued its struggle to grow. Its viewership was significantly lower than Cricket and Kabaddi.

Out of the entire country, only Kolkata, Kerala, Goa and the northeastern states had a healthy Football culture. The rest of the nation was not as much into the sport.