Tata Steel entered the Indian Super League, the premier football league of India, through Jamshedpur FC.The brief was to crack a new campaign (second season) for the club as well as for the myriad Tata Steel brands which were co-sponsors of the team.
The challenge was to mobilize football fans to come & support their home team in the stadium, online & etc against much bigger teams & fan followings of other franchises like Kerala, Bengaluru, Mumbai or Kolkata during away matches.
True fans don’t hold back, they cheer for their team and come forth spreading the cheer. It doesn’t matter if their team is winning or losing, the ‘being together’, ‘rooting together’ aspects are what makes them true fans.
Actual residents of Jamshedpur were roped in to feature in the campaign that was all about coming together and being together. Thus the campaign slogan ‘Saath Chalo, Jam Ke Khelo’ was born.
We brought together Jamshedpur FC fan army, school students, girl band, doctors, engineers, steel plant workers, Tata Steel officials, Chhaau dancers, youngsters and the JFC team for the campaign creation which was shot in Madrid, Kolkata and Jamshedpur.
We crafted a completely integrated campaign for the club. In-stadia branding was done in synergy to the main campaign. entire stadium, hospitality, crowd-facing perimeter boards and more.
Experiential marketing including selfie booths were done for fan engagement along with LED perimeter board communication for 21 Tata Steel brands for enhancing exposure & earned media on Star Sports, Hotstar & Jio Tv.
By leveraging a truly integrated campaign, we were able to galvanize the people of Jamshedpur. We made them a pivotal part of the campaign not just in words but in actuality as well. It was a memorable campaign that was made by, for and with fans of football and the city of Jamshedpur.