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Hero Hockey India League 2015 unveils new ‘Ladoh To Aise’ campaign
MUMBAI: Last year saw the emergence of many sports leagues and it definitely hasn’t stopped there. The countdown to the third season of the Hero Hockey India League has begun. Its official broadcaster Star Sports and the organizers Hockey India have launched their new campaign, with the tagline – ‘Ladoh Toh Aise’ (Fight Like This).
As part of the new campaign, two TVCs in Hindi have been shot. Interestingly, the director of the Shah Rukh Khan starrer Chak De! India, Shimit Amin returns once again to India’s national sport. Amin is the creative director of the new Hockey India League campaign.
The campaign brief seeks to reach out the ‘brave new and emerging Indian,’ one who is fearless and determined to create his own identity. As a change agent, the new Indian doesn’t believe in walking the conventional path but charting his own legend and history. Resolute in his belief, the brave new Indian is ready to fight the world to realise his dreams.
The brief further elaborates that the HIL is the battleground for such brave Indians. By giving them the platform to fight for what they feel is right, it seeks to showcase their expertise and prove their mettle on a grand stage, which will be watched by millions in India and abroad.
The first film features India and Delhi Waveriders’ captain, Sardar Singh and the second has the vivacious Indian and Uttar Pradesh Wizards’ goalkeeper, PR Sreejesh. The first film showcases Singh as an individual who, since childhood, is always the first one to step forward to any situation and is a born leader. The situations range from entering an orange orchard through barbed wires to entering a wrestling arena to fight against a heavyweight champion.
On the other hand, the second film showcases custodian Sreejesh as a calm and fun guy, who sings his way through any stressful situation. He is seen performing an aerial and bike stunt while singing the folk song ‘surangani’, both with equal ease. The different facets of these men are two approaches of the brave new Indians in the league – ‘Ladoh Toh Aise.’
Star Sports creative communication head Juju Basu along with his team members comprising Vaibhav Chib, Vikas Dubey and Charles Chakkunny were part of the campaign. Red Ice Films was the production house that shot both the films. The film, featuring Sardar Singh, has been directed by Basu while the one with Sreejesh has been directed by Surya Balakrishnan.
The matches of the league will be telecast live on Star Sports 2, Star Sports 3 and Star Sports HD2 channels, while its website starsports.com too will carry the live coverage of the matches at 6:45 pm beginning from 22 January.
Six teams, Dabang Mumbai, Uttar Pradesh Wizards, Kalinga Lancers, Ranchi Rays, Delhi Waveriders and Punjab Warriors will compete in the third edition to bag the winning title.
