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Pseudonym
A pseudonym is a name that a person or a group assumes for a particular purpose, which can differ from his or her original or true name.
We aim to act as the author of the clients’ thoughts and to deliver the right message, at the right time, every time.
Radio, television, print and outdoor advertising have taken on the digital advertising space, head on. Without a comprehensive understanding of all media and composite strategies, even the largest advertising agencies would find themselves behind the curve.
We are an integrated Advertising Agency, with specialized focus in advertising campaign management. Whether new or traditional media, our agency’s objective is to take the confusion out of the clients’ media initiatives.
Agency Identity
Agency logo
Campaign identity
Sport chosen – Football
Client Name – All India Football Federation
The All India Football Federation (AIFF) is the organisation which manages the game of association football in India. It administers the running of the India national football team and also controls the I-League, India's premier domestic club competition, in addition to various other competitions and teams.
The AIFF was founded in 1937, and gained FIFA affiliation in the year 1948, after India's independence in 1947. Currently it has office at Dwarka, New Delhi.India was one of the founding members of the Asian Football Confederation in 1954.
“Children at a very young age should be introduced to football in a fun-filled environment that would allow them to experience the joy of kicking and running after ball and learn basic techniques in the process. Without this fun
based development at a young age, our kids are already at a disadvantage when they enter their teens and aspire to
become professional football players”
-----Rob Baan, Technical Director, AIFF
Sponsorship
TATA STEEL
Tata Football Academy established in 1987 by the Tata Steel Foundation in Jamshedpur, Jharkhand have a motto ‘catch them young’ that synchronizes with our campaign that salutes young, untrained, raw or ‘dream to play one day’ footballers – chhote footballers ko salaam. The campaign would not
associate the academy directly in anyway. This CSR by TATA would add on the
credibility factor as India trusts the group.
Campaign ObjectivesThe ultimate objective - inspire children and teenagers to play football and
stop not till they bring their talent to the stadium.
The campaign salutes the raw, untrained footballer inside a child - "chhote footballer ko salaam" and aims to inspire the parents to support the child's
interests in football. The advertising objective is simply to make football a part of life.
Indian football as whole, needs it's youngest population to be a part of the game. And by the time children grow up, it is too late for a sport to be an
integral part of their lives. Thus the objective is to ensure that kids and their respective parents are
inspired to be the game changers.
It is not an event based campaign, because promoting football cannot be done on the basis of one glorified and hyped sporting event. We can increase
viewership but the country needs players besides viewership.
SWOT AnalysisStrengths
• A study by TAM Media Research stated that 47% of India's 1.2 billion population described them as football fans.
• The women's National football team won the 3rd SAFF Women's Championship which took place in Pakistan between 11th and 21st November 2014.
• Former captain of the men's National football team, Baichung Bhutia, was honoured with the 'AFC Hall of Fame Award' at the Asian Football
Confederation's Annual Awards Night on the occasion of AFC's 60th Anniversary.
• The All India Football Federation (AIFF) organized its first ever grassroots course in Guwahati, Assam on August 29, 2014.
• The concept of ISL was introduced by IMG- Reliance, a joint venture between IMG and Reliance. The AIFF extended its support.
• Come and play scheme - The scheme is for the 8–17 year category and aims at systematic talent spotting by the coaches, at all SAI training centers, by allowing
young sports enthusiasts to get coached at a cost of INR45 per month.
•PYKKA (Panchayat Yuva Krida Aur Khel Abhiyan )scheme: Established in 2008–09, the scheme aims to develop sports infrastructure at the grass root level
throughout India by providing assistance to its network of village panchayats and blocks panchayats in 10 years.
Weakness
• There were only 14,900 SAI trainees in 2012. It is estimated that India’s population in the 8–17 year group is ~43 crore, which indicates that only ~ 0.0035 per cent of India’s youth in this age group is being trained under these schemes.
• CSR initiatives in India have largely been restricted to supporting established athletes, resulting in a smaller talent pool.
• Lack of sporting culture and awareness on its importance – Difficulty in sourcing funds since sport has not yet been awarded an industry status and is
considered a risky business
• Scarcity of adequate spaces for providing training.
• When estimating the strength of students enrolled for sports courses in public and private universities, India gets about 5,000 coaches annually from
accredited institutions — this falls short of the annual demand of approximately 37,000 coaches
Opportunities
• The Federation Cup - national football cup competition of India - introduced in 1977. The 36 edition of the Federation Cup was played in 2014 in Goa with ten
I-League teams. (winner - Bengaluru FC )
• The Durand Cup - 1888, is the oldest football tournament of India and the third oldest football tournament in the world. The 127 season of the tournament was
organized in Nov 2014 . (winner – Salgaocar FC)
• Santosh trophy played between the states and the government institutions. (winner - Mizoram against Railways)
• The Subroto Cup - 1960, is one of the most popular inter school football
tournaments in India. The 55th edition of Subroto Cup was held in New Delhi in Oct 2014.
• Coca Cola Cup 2014-2015 - Coca Cola Company to strengthen AIFF's objective of
building a strong team for the 2017 U-17 FIFA World Cup.
Threats
• Lack of foresight
After the untimely demise of “the architect of the modern Indian football” – Syed Abdul Rahim in 1963, gradual downslide of Indian football started.
After Englishman Harry Wright in 1963-1964, there was no permanent manager/coach of the Indian team till 1972.
From 1982 to 2006, 14 coaches were changed. Thus, the players could never settle down to a particular style or philosophy.
DARK PERIOD (1984 - 2005)
As nations like Korea, Japan or the Gulf countries made rapid progress, the popularity of the sport shrunk to a few pockets like Bengal, Goa or Kerala. The only international tournament, the Nehru cup, got discontinued after the 1997
edition.
• The tsunami of cricket
The 1983 Prudential World Cup win and the 1987 Reliance world cup in India, made cricket a religion in India.
With Idols like Kapil Dev, Sunil Gavaskar, Sachin Tendulkar or Sourav Ganguly to name a few, cricket soon devoured the popularity of all other
sports, soaking up most of the big time sponsors.
Funds dried up for football and severe financial crunch left the AIFF toothless and paralyzed.
• Non-existent infrastructure
Most stadiums and practice facilities in India, till, as recently as, 2010 did not meet FIFA or international standards. The quality of pitches, dressing rooms and spectator amenities were substandard to say the least. Football grounds
doubled up as cricket venues and for other functions, causing massive damage to the pitch.
• Lack of Youth Development programmes
Clubs in India started investing a large chunk of their limited budget in recruiting B grade foreign players for instant results. This proved to be
counterproductive in the long run. Barring FC Pune or the Bengaluru FC, I-League clubs are yet to have full-fledged youth academies - Official age based
academies came up only in 2012-2013.
INDIAN FOOTBALL RANKING (1993-2014)
Segmentation
•Lack of sports culture and non recognition of sports as an industry in India are among the major challenges for the business of sports in the country.
•Therefore it is important to target all the regions separately in phases.
• Our campaign focuses on the North region of the country (tier II and tier III cities) and thus is not a PAN India project.
• The campaign needs several follow ups to ensure that Indian football grows as a whole, so that the sport further becomes a part of life cricket has.
Target Cities (Tier II and Tier III, North India) - 22 cities and 1 union territory
•Srinagar, Jammu -Jammu & Kashmir
•Amritsar, Jalandhar, Ludhiana,—Punjab
•Chandigarh (Union territory)
•Dehradun – Uttrakhand
•Meerut, Bareilly, Aligarh, Agra, Moradabad, Lucknow, Kanpur, Allahabad, Gorakhpur, Varanasi, Ghaziabad - Uttar Pradesh
•Bikaner, Jaipur, Jodhpur – Rajasthan
•Patna – Bihar
• Faridabad – Haryana
TARGET AUDIENCE –
Children, age group – 8 to 17 (in accordance with the ‘come and play scheme’ by the sports authority of India)
Parents of the same age group (as they are the decision makers)
• Come and play scheme - The scheme is for the 8–17 year category and aims at systematic talent spotting by the coaches, at all SAI training
centers and stadia, by allowing young sports enthusiasts to get coached at a cost of INR45 per month.
AIFF – Grassroots program- since October 2012
The key objectives are:-To attracts young players to the sport, allow access to football in a child’s own
environment.
Targets boys and girls between the age group 6-12 through school, club and community initiatives
Football can be played anywhere, everywhere.
Football is for all; irrespective of skin colour, gender, nationality, religion or ethnicity.
Creative Execution
VIDEO AUDIO
TVC 11. The ad starts with the knee to feet length portion of a
woman’s feet, clad in saree. She dribbles with the ball and passes it on to an old man, wearing white pyjama and white and blue chappals. He again dribbles with the ball and passes it further to a woman wearing formal skirt and red stilettos.
2. Continuing the game, she passes the ball to a man sitting on the wheelchair, wearing sports shorts. He thus passes the ball to a woman wearing salwar and she passes it on to a man wearing formal pants and shoes.
3. Then, the man passes the ball to a girl wearing boots and denims. she further passes the ball to a boy wearing denims and flotters. He thus passes the ball to a small kid of around 5-6 years.
4. He kicks the ball and it falls in the ground and in this scene, the ball appears at the left side of the screen. Along with, on the right appears AIFF’s logo.
A continuous, fast Paced music, runs in
the background.
TVC 1
VIDEO AUDIO
TVC 2 INT.LIVING ROOM.DAY TIME
1. AYAAN, 8 year old kicks his ball. 2. The ball hits a vase. Shattered, the vase lies on the floor. MOTHER appears angry MOTHER: “AYAAN??” AYAAN (innocently, holding the ball) “Mumma maine mana kiya tha isko andar khelne se, maana he nahi..” 3. MOTHER cools down and smiles. 4. Still scene with the shattered vase and table appears. NARRATOR “chhote footballer ko salaam” AIFF logo – theme line – ‘Hunar ko stadium tak la’
Mother’s voice
Ayaan’s voice
Narrator’s voice
TVC 2
VIDEO AUDIO
TVC 3INT.LIVING ROOM.EVENING1. Middle aged woman stuffing sweets in her
mouth, over excited, heavy makeup chats with Mrs Sharma (owner)
WOMAN: “Bhyee maine toh apne baccho se keh diya hai,
engineering karo, accha package lekar he ghar ghusna”
2. Suddenly a football from the opposite room hits the WOMAN’S head. WOMAN bewildered.
3. GIRL, 14 year old teenager rushes out of her room and apologizes.
GIRL: “Sorry aunty, wo main projectile motion padh
rahi thi. Socha application bhi samajh lu…”
4. Scene ends with a study table and a ball in the backdrop.
NARRATION: “Chhote footballer ko salaam” AIFF LOGO-theme line-‘hunar ko stadium tak la’
Chattering noises of two women
First Woman’s voice
Girl’s voice
Narrator’s voice
TVC 3
VIDEO AUDIO
TVC 4INT. LOCKER ROOM. DAY TIME 1. TEENAGER, 14-15 years, sits on a bench while team mates hustle here and there before the game in order to get ready. TEENAGER is straight face, calm and is under deep thought. TEENAGER (background narration) “Bachpan se sunnta hua aa raha hu ki duniya gol hai Kabhi Srivastav uncle ne hastey huye kaha toh kabhi Pandey Sir ne gussey mein.” 2. Thoughts are interrupted when the COACH arrives COACH “Ready boys? Let’s do this! All of them start walking towards the ground
Announcer’s voice
Coach’s voice
VIDEO AUDIO
EXT. FOOTBALL FIELD. DAY TIME 3. TEENAGER enters the field, takes a glance at the goal post and thinks. TEENAGER (background narration) “…magar samajh aaj paaya hu, mere liye wakayi mein duniya sirf goal hai”----scene ends (Sound – Cheering and hooting) AIFF logo – theme line – ‘Hunar ko stadium tak la’
Announcer’s voice
TVC 4
Radio Scripts
Ad 1. Release Date - 6th December 2015Agency Name - Pseudonym
Client: All India Football FederationProduct: FootballTitle: IPL spoof
Length: 15 seconds
MUSIC: 0.03 SECONDS IPL THEME MUSIC (TRUMPET)
Narrator 1 (female, loud, interjects): Abbey hatt!! Abb baari hai khel badalne ki, baari hai gend badalne ki.”
Narrator 2 ( male deep voice) – “AIFF challenges you to bring out the
footballer inside you. India ka game badal!”
Ad 2. Release Date - 9th December 2015Agency Name - Pseudonym
Client: All India Football FederationProduct: FootballTitle: commentary Length: 38 seconds
Commentator (male – 34 seconds) – “Patna se Gorakhpur...Gorakhpur se lucknow...lucknow aur kanpur ke beech dhakka mukki lekin ye kya? Allahabad ne ball chheen liya..Agra ne defend karne ki poori koshish kari magar Aligarh ke tackle ke aagey naakam !!...Khel ki sthiti badal rahi hai aur ab ball bareili se
Meerut...meerut se Ludhiana ki taraf pass...Laggta hai Jaipur aur Bikaner ko aur zor lagana padega....Ludhiana aur jalandhar ke jodd ko toddna baakio ke liye
mushkil saabit ho raha hai....jalandhar se Amritsar...amritsar se Jammu… aur ye Goal!”
MUSIC: Cheering noise
Announcer (loud, excitement)– har gali har sheher khel raha hai…tu bhi khel!
Ad 3. Release Date - 15th December 2015. End date - 25th December 2015Agency Name - Pseudonym
Client: All India Football FederationProduct: FootballLength: 25 seconds
Narrator 1 (male heavy voice, poetic flow) – “Girrte hain, sambhalte hain
Taaliyon ke goonj ko kavach banaye laddte hain,Iss gend mein kuch baat hai,
Naa jaane kitne ran neetiyon ka ye khel he shikaar hai....“
Narrator 2 (female, firm voice) – “apne andar ke footballer ko jaga,
hunar ko stadium tak la”
Narrator 3 (child voice, chorus, boy & girl) - “An initiative by All India Football Federation”
Budgeting