JWT Cal scripts a winning campaign for ATK

25 Nov,2015

By A Correspondent


Post winning the creative mandate of Atletico de Kolkata (ATK), the Indian Super League (ISL) team from Kolkata in June this year, it was tasked on J. Walter Thompson to make ATK a leader on the pitch and also among its fans.


In order to achieve this objective, the campaign had to forge an emotional bond between those with a Kolkata connect and ATK. The 360 degree campaign planned by J. Walter Thompson Kolkata aims at galvanizing fans and unify them in their support of ATK.


The communication task was to strike a chord with all individuals who have a connection with Kolkata, regardless of where they are presently located. The campaign had to appeal not only to supporters of the local city clubs [Mohun Bagan & East Bengal] but also to those who follow the English Premier League and La Liga.


As Arjun Mukherjee, VP & Sr. Creative Director, J. Walter Thompson Kolkata says, “Football fanaticism runs in the veins of every Kolkatan. While the supporters of the traditional football clubs are ferociously divided, the idea was to bring them together on a common platform at the new temple of soccer – Atletico de Kolkata.”


“The campaign aimed to bring alive the feverish emotions and unflinching support. More than winning or losing, the idea was to instill a sense of immense pride and also to get the new generation back inside the stadium. Behind every great soccer club there’s always an army of die-hard supporters, and when there are fans backing you, every impossible goal becomes possible”, adds Arjun.


The campaign line – Your Team. Your Dream – evokes intense emotions among fans, igniting their passion, helping them identify themselves with their team and become an inseparable part of ATK’s journey.


ISL is an annual football tournament played between teams from eight cities between October and November. By virtue of winning the inaugural edition last year, ATK are the defending champions.


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