About the Client:

The City of Joy and its new shine ASOS Rainbow AC, an Indian professional football club representing the city in the Calcutta Premier League- Premier B. They believe in nurturing young talent to help them succeed and have a vision of producing India’s greatest football stars future.

Challenges:

ASOS Rainbow AC is a challenger brand, a football team with big dreams and limited means. They just entered the fast-growing football league space and needed a campaign that would spark and interest among the millennials to make football their passion. They wanted to clearly communicate that, ‘Men in Balck n Yellow are here to win!

Our Idea:

• We understood the TG had a dual struggle- showcasing their football Talents and justifying that how well are they at what they do. So we asked them, “What’s Your Junoon?”
• Specially curated Brand strategy to reposition Avia OOH and Digital Branding
• APE ideated and executed several brand digital campaigns, marketing collaterals, team jersey, Brand Kits and even tweaked the school’s brand identity.
• We created customised advertising campaigns, Brand Film across traditional and digital channels.

Results:

With a powerful script, a range of relatable characters and an approach that helped in reaching out to everyone who considered football to be their passion, we communicated clearly that the definition of football can vary from person to person but the reason that keeps them going is their unwavering dedication towards their goal. And we delivered quantifiable results: