Real Kashmir Football Club has created a campaign to showcase the impact the team has made in the valley.
The film, which is created by Cheil WW India, is a continuation of the club’s recent partnership with Adidas. It opens with a narration of how Kashmir where the noise has always been that of unrest, is reinvigorated with the voices of people cheering for the team and how the kids have taken to football.
It further highlights the support the local team has garnered and in the end reveals how the protagonist Umar Mir is visually impaired and yet can feel the change football has brought in.
The soundtrack of the film is inspired by the Kashmiri traditions of singing the age-old folk songs. ‘Neroo haa naujawano’ (Oh young man go and fly in skies) which is a rhyme primarily used to imbibe inspiration in young children.
Shamim Meraj, co-owner of Real Kashmir Football Club, said: “The film for us is inspirational and evocative. It sums up what we are. We are very thankful to locals of Jammu and Kashmir without whom we couldn’t have put our inspirational story together. It’s a great moment for a young club to produce something like this.”
Aneesh Jaisinghani, executive creative director, Cheil WW India added: “This is not merely a campaign but a very special initiative to drive a perception change, to stir the emotions of people of this country and drive collective optimism towards Jammu and Kashmir. We are very proud to partner with Real Kashmir FC and hope to make a difference in the lives of people.”
