Project:  JFC Campaign for Tata Steel

Brief: Tata Steel has been associated very integrally with the popular and loved Jamshepur FC team, and the need of the hour was to develop a campaign for this association participating in the Indian Super League 2021

Challenges: ISL 2021 was taking place during the pandemic and the major hurdle was to create excitement amongst the fanbase and mobilize their support and cheer for their favourite team since on ground gathering had many protocols and restrictions. We had to create opportunities for brand visibility despite the challenges brought on due to the pandemic, and help provide mileage to myriad brands of Tata Steel who were co- sponsors of the event.

Methodology: Identifying the opportunities to increase brand visibility and branded content was the first step. A fast-paced game like football keeps the audience gripped for 60+ mins and there are concoction of various brands endorsing the event fighting for the attention of the audience. Hence selection of OTS is crucial.
Too much branded content leads fans and viewers to get put off, hence the integration of the brand in the communication must be done intelligently. The fans are the biggest asset of the sports team and they are the audience that brands want to reach out to.

Campaign Elements: On- ground LED perimeter board were taken for displaying Tata Steel and its many brands like Tata Pravesh, Tata Tiscon and more, this enhanced the exposure and received earned media mileage worth crores on Star Sports and Hotstar. We also created content by creating short interviews with the key team players who subtly mentioned Tata steel and its other brands as being their co- sponsors. This content was then shared by the various Tata Steel brands on their respective social media platforms and other digital assets to gather more visibility.

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Campaign Reception: Despite the hurdles that came with the pandemic, the audience and players spirits were up and energetic, because of identifying the right assets to brand on, both JFC and Tata Steel along with its other brands were able to reach out to the huge fanbase and sustain its brand visibility.

What we felt about this project:

“ISL is a very exciting property and to be part of this journey with JFC and Tata Steel is extremely thrilling. Even during the pandemic time and with its many hurdles we saw the fans go above and beyond to show their support for their beloved team. We are very glad to be part of this journey. There are huge potential and possibilities present with the association of the club and the brands. Experimental marketing excites us and we are looking forward for the next time to try newer things for both JFC and Tata Steel”