Jamshedpur Football Club’s campaign via JWT Kolkata pays tribute to the greatest fan

The launch campaign for Jamshedpur FC’s second outing in ISL’s 5th season has been rolled out. And with it, fans in and around the city of Jamshedpur are once again celebrating the festival of football, this time revelling in the spirit of togetherness, like never before. With the slogan ‘Saath Chalo, Jam Ke Khelo’, this time, the campaign takes the centre stage beyond the field and the players. And puts an entire city, along with the thousands of fans living in its nooks and corners, at the heart of the experience.

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The outdoor campaign that spread across Jamshedpur and beyond, created a mega footballing carnival with the residents, natives, visitors, aged, young, and people from all walks coming together to celebrate the return of pride and glory, joining their beloved team in body and spirit. And, while billboards and dailies brought alive the euphoric festivity of football among the diehard JFC fans, the recently launched film tries to forge an emotional bond between these fans with an unconditional love for the game, and JFC. Filmed from the perspective a little fan, it captures Jamshedpur in its true sporting vibes as the fan preps up the entire city for their most awaited event ISL, and their much loved team JFC. But what really would strike a chord and touch the heart of every sporting fan is the final few seconds of the film.

Sanjay Sahni, Chief of Marketing & Sales – Branded Products & Retail at Tata Steel said, “This is the second season for Jamshedpur FC and we are all overwhelmed by the support the team has received from fans. So, on behalf of all Marketing & Sales brands, we decided to support the team by doing a digital film that brings forth the true sense and spirit of the fans cheering for their team. We are quite pleased how it has come out and it is already seeing good traction in the digital space.”

Mukul Choudhari, CEO, Jamshedpur FC said, “We have kicked of the second season with new energy and enthusiasm. The support from fans motivates us to give our best on the pitch and the support from our Tata Steel family too has been really strong. The film captures the spirit of Jamshedpur city, the fans and the Tata Steel fraternity quite wonderfully. It’s a strong community that makes a great team.”

Vijay Jacob Parakkal, Managing Partner and Sr. VP, J Walter Thompson, Kolkata, said, “We at JWT Kolkata are extremely thrilled to kick off this partnership with Tata Steel’s Jamshedpur Football Club.  JFC ‘s brand of football has generated tremendous excitement in a relatively short period of time. This campaign is about connecting with and celebrating the deep-seated emotion that surrounds the team everywhere it goes. We are looking forward to an exciting ISL season.”

Arjun Mukherjee, Sr. VP and ECD, J Walter Thompson, Kolkata, who conceptualized this campaign adds, “Being a football fanatic myself, I know the passion for this game goes beyond what happens on the field. So, the challenge was to strike an emotional chord that brings alive the journey of the greatest fan. While the outdoors showcases a visually stunning carnival led by fans, the film portrays one day in a fan’s life who does whatever it takes to drum up support for the team.’

The campaign “Saath Chalo, Jam Ke Khelo” is supported by extensive ATL, BTL activities, Radio, OOH and Social Media, along with several on-ground activations. An extensive 360 degree execution plan that has the potential to unite a city for which football is beyond just a game. Instilling intense emotions among fans, igniting their passion, helping them identify themselves with their team and joining them in their journey this season.

Credits –

Music: Mayukh Mainak (M&M)

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