Mumbai: The Indian Super League (ISL) is poised to enter its 11th edition at a critical juncture for Indian football. In a country where cricket often dominates the sporting landscape, this season brings a unique opportunity to reignite the nation’s love for football. The league’s newest campaign, “Agla Hero Kaun?” spearheaded by Indian football icons Sunil Chhetri and Bhaichung Bhutia, seeks to tap into the deep emotional connection Indian fans have with football while searching for the next generation of stars.
The 360° integrated marketing strategy features a star-studded lineup in its television commercial (TVC) including cricket legend Ravi Shastri, pace sensation Jaspreet Bumrah, shooter Manu Bhaker, badminton icon PV Sindhu, Indian actor John Abraham and Ranbir Kapoor among other top-notch celebrities.
The ISL aims to reshape the landscape of Indian football through its dedication to nurturing local talent and building a loyal fanbase.
This season’s “Agla Hero Kaun?” campaign arrives at a pivotal moment, with the focus on rekindling the passion of football fans across the nation, particularly in regions where the sport has deep cultural roots. Football in India is more than a game—it’s a reflection of community pride, aspirations, and dreams.
“Winning the creative mandate of ISL 2024 is really exciting for us as Creativeland Asia champions creating campaigns and building brands of the scale of Indian Super League. We are looking forward to collaborating with our marketing partners in making football as famous and watched sport in India as cricket is. It will be an integrated campaign and hopefully, one of the most talked about ones of 2024.”, says Azazul Haque, Group Chief Creative Officer, Creativeland Asia.
As seen globally, football has the power to unite communities, bridge divides, and foster a sense of belonging. This ISL season brings not only high-stakes matches but also the potential for football to create a lasting legacy in a country where the sport’s popularity has been gradually building.
Launched in 2014, the ISL has grown to become a cornerstone in India’s sporting calendar, attracting millions of viewers each season.
