Jamshedpur FC has unveiled its latest campaign for the fifth season of the Indian Super League (ISL).
The campaign titled 'Saath Chalo, Jam Ke Khelo' (Walk Together and Play Your Best) features the entire city of Jamshedpur coming out to support their local team by wearing the jerseys, painting graffiti murals of the team and flying team banners. In the end, a kid supporter in a wheel chair is brought onto the playing field by the players and is shown cheering for the team.
The campaign will run across radio, OOH and social media, along with several on-ground activations.
Mukul Choudhari, CEO, Jamshedpur FC said: “We have kicked of the second season with new energy and enthusiasm. The support from fans motivates us to give our best on the pitch and the support from our Tata Steel family too has been really strong. The film captures the spirit of Jamshedpur city, the fans and the Tata Steel fraternity quite wonderfully. It’s a strong community that makes a great team.”
Vijay Jacob Parakkal, managing partner and senior vice president, J Walter Thompson, Kolkata, said: “This campaign is about connecting with and celebrating the deep-seated emotion that surrounds the team everywhere it goes. We are looking forward to an exciting ISL season.”
Arjun Mukherjee, senior vice president and executive creative director, J Walter Thompson, Kolkata, said: “Being a football fanatic myself, I know the passion for this game goes beyond what happens on the field. So, the challenge was to strike an emotional chord that brings alive the journey of the greatest fan.
"While the outdoors showcases a visually stunning carnival led by fans, the film portrays one day in a fan’s life who does whatever it takes to drum up support for the team."