PresentsA Tale of Two Cities

From the diary of a Mohunbagan fan

I-League ‘12-13

“December, 2012. A rival player stands and claps as Mohun Bagan captain gets red carded.

Sometime later, an injured player lies bleeding on the ground, the red blood starkly visible on the green artificial turf even from this far end.”

“April 2013:A tough day at the office for MB. All their points docked, they were fighting

relegation and the blazing sun at the Kalyani Municipal Stadium.”

“Fans were supporting the team through the skin of their teeth. One of the banners at the ground read:

ATTENTION AIFF! Come out of your AC rooms and see the reality.”

“At half-time, an elderly spectator falls ill. He recuperates and expresses the above mentioned.”

“Being a Mohun Bagan fan is not all about being logical. It's also about revelling in more than a century's legends and folklore. It's

also about supporting the club at any cost, especially during times of crisis.”

“As the 2012-13 I-League turned into one of the most challenging campaigns in the club's history, supporters stepped up to the

plate.They travelled, singing and chanting all the time, cheering every win

and lamenting every defeat.”

“Eventually, one afternoon, Mohun Bagan escaped relegation by beating Air India. When the last minute goal from Denson Devdas's sensational

header clinched the victory, the Kalyani stadium exploded in a roar of vindication. Fireworks were set off, sweets were distributed.”

That elderly gentleman was present that day too!

This story inspired us so much that we decided to go down to the gallery and meet more such fans!

Diya Dutta, F, 26Sandipan Biswas, M, 67

Kailash Nandy, M, 46Prithwish Sarkar, M, 25

Mahadyuti Adhikary, M, 33

We have known them for long. They are as old as the game itself.

“Football’s a bit odd; but fun!”“Those were the days!”

“I know the history. That makes me come to the ground.”“Office? On a derby day? Come on!”

“Aaj illish..East Bengal jiteche!”

We sat with them one fine morning,

“Am so excited!”“I still don’t know how it will be”

“Am curious.”“Wooooooo”

“IPL meets football. Am game!”

and told them about ISL!

“Thumbs up for Bangla football.”“Anything for Bengal”

“Anything for Bangla football”“Bangla football? Am all up for it.”

“Hope it lives up to the expectation.”

And this is what they had to tell regarding its prospect!

We asked them why are they such super fans?

“It’s in our DNA!”

We wondered how!

And then we noticed him!

That policeman joining the celebration while on duty!

some equal fanatic fans nestled in Madrid!

8000 odd miles away,

A déjà-vu feeling crept in,

and we noticed him!

That ground-staff behind the net celebrating while on duty!

Passion.Energy.

Spirit.Unity.Love.

Fanaticism.

We, the Fans. These are what we are made of.

Madrid

Kolkata

Football

Bottomline – When it comes to Kolkata and Madrid, football is just the tip of the iceberg! The root grows deeper…

Two cities connected through art

Two cities connected through architecture

Two cities connected through its people

And definitely, two cities connected through sports

Madrid hosts two of the biggest names of World Football today –Real Madrid and Atletico Madrid.

Kolkata hosts two of the fiercest rivals in Indian Football –MohunBagan and EastBengal.

The connection is deeper though..

It is a roar of joy, of pride, of relief. Of validation.

Fans. They make a club THE club.

Bottomline

1. Supporters are the nucleus of the club.2. It is of extreme importance to convey a sense of ownership to each and

every fan.3. Fans are equally important to a club compared to the squad; perhaps

more!

The 3 commandments that we derived from the entire DNA mapping experience

1. Supporters are the nucleus of the club.2. It is of extreme importance to convey a sense of ownership to each and

every fan.3. Fans are equally important to a club compared to the squad; perhaps

more!

The 3 commandments that we derived from the entire DNA mapping experience

Fans are an extremely essential cog in the wheels of the club. It is very important that fans should connect with

the brand and its philosophy.The vice-versa holds true too; a club should resonate its

supporters too.

Proposed Brand Archaeology

Brand Ambition

Kolkata has always been gung-ho about football. With the advent of IPL, the POV towards glamour-meets-sports agenda has changed

drastically.

Brand Challenge

How will we convert the non-followers of Indian Football? The people falling in the red zone?

Also, how will we curb the negative image around ISL?

Kolkata Football

Non-followers

Brand Print

“I don’t follow stars, I follow the game!”

“This round leathery thing in my hand! This is my globe”

“Football is what defines me, fulfills me.”

Desired Brand Philosophy

Ami vs Tumi .. Shobuj Maroon vs. Holud Shobuj .. Ghoti vs Bangal .. These finger-pointing stuffs will go irrelevant with Athletico Kolkata’s journey.

This is one marquee club from Kolkata and people should remove their mental and physical barriers and support it wholeheartedly.

Desired Brand Positioning

United We Play!

Imagery Mapping

AggressionStruggle

Neo-Bengalism

Strength

Kolkata being Football’s Mecca!

Weakness

Exposure to international football

Opportunity

The young talent base of India has got a huge opportunity to learn from the masters of the game.

The revival strategy, if works fine, can provide a much-needed impetus to the sleeping giant that India is in terms of football.

Threat

The international players are the ones whose age and current status is a concern.

The air of skepticism hanging around India’s FIFA ranking which is currently below even war-torn Syria and Afghanisthan.

Play-time!

Pre-emptive strategy

Kolkata has always been a Football Mecca to the country. This time, Kolkata has strong alliances in place which has already given the

team a position of strength.

We can always go for the kill now!

We foresee

Fans who are into world football, fans who deny Indian football, fans who bunk their jobs on a derby match day, shall start matching shoulders and

root for Athletico Kolkata!