Competing with the likes of cricket, hockey, the official national sport is left to the sidelines of consideration; maybe something to watch when there isn’t a cricket or football match screening.
Star Sports, in a new campaign, have used this very lack of support as the basis for their latest TVC to promote the FIH Hockey World League semi-finals in Belgium and India’s participation in it. The communication was first screened during the India Bangladesh Test match on June 10.
‘The Desh Ke Liye’ campaign plans to promote the new and robust Indian hockey team which over the last year has been winning accolades across the world.
In the TVC conceptualised by Star’s Vikas Dubey, the Indian hockey team along with coach, Paul Van Ass, field questions at a press conference before leaving for Belgium. Reflecting the subjacent treatment of the sport, only a handful of journalists are seen in attendance.
Answering questions about the future of India hockey, Van Ass states, “The world knows about it but India doesn’t,” referring to the lack of awareness in the country about their national team’s successes.
The Indian team became the first to qualify for the 2016 Olympics in Rio when they won against Pakistan in the Asian Games finals, and brought home gold.
Another highlight in the TVC, player Akashdeep Singh comments, “Par kya fayda (but what’s the point)” before team-mate Gurbaj Singh adds, “India ke dil mein qualify nahin kar paye (We couldn’t win India’s heart)”.
Team captain, Sardar Singh ends the ad-film with a closing statement saying the team will play “Desh Ke Liye”.
In the recent past, Star Sports had launched the popular ‘Mauka Mauka’ campaign for the Cricket World Cup and the ‘Come on India, Lets Football’ campaign for the Indian Super League, which both found success with viewers across India.
Their Desh Ke Liye campaign aims to inject a boost of attention to hockey and create a bigger audience for the sport, especially as precursor to the Olympics which will start in August 2016.
Watch the TVC:
Production House: Opticus Inc
Producer: Varun Shetty
Director: Sanjay Shetty
DOP: Demant Vyas
Editor: Vishal Kharat
SVP-Marketing head: Shubhranshu Singh
AVP-Marketing: Jarmanjeet Singh Randhawa
Concept and Story: Vikas Dubey
AVP-On Air Promotions: Vaibhav Chib
In-house team: Prashant Pawar and Saikat Sengupta