The Communication Goal
To fuel the madness of football in the highest priority football market - Kerala.
The Situation Analysis
Football is a religion in Kerala and people are very passionate and emotionally connected with the game. It is considered to be one of the powerhouses of football. The region is the highest contributor to viewership and has highest program reach for any sporting league. Having said that, inspite of being in the finals twice, the team had never won an ISL title.
Hence the brand had 3 major challenges from the region.
- Dial up emotion & pride
- Involving & Engaging the fans
- Create customer delight
- People consumed every local club football game and had high emotions attached to every game.
- Every open space would turn into a playing field - streets, beaches, by-lanes etc.
- Coconut is part of their daily consumption habit