Kashmir is synonymous with terrorism, curfews, rioting, stone-pelting, violence, territorial conflict, civil unrest, bomb explosions, insurgency and a negative grammar both visual and lingual, developed over decades. ‘Sports has the power to change lives’ is a philosophy that drives adidas. So they partnered with Real Kashmir FC, a rising football club from the strife-torn region of Kashmir in India, that broke through the coveted i-League against all odds. We had to tell this story to the world. A world that has been carpet-bombed with nothing but negatives from Kashmir by the international media over the last 7 decades. The world sees what the media shows and the media has shown Kashmir through just one lens. A hopeless, violent one.

“When you see Kashmir through the lens of football, you will see #TheRealKashmir.”

We turned the negative lens of hopelessness into a lens of optimism by telling the untold story of Real Kashmir FC, across mediums. A story of hope, grassroot passions, and a strong belief in rewriting the future. Asking both the media and the people to open their eyes to the hopeful stories of change in Kashmir.

While Kashmir has become a blind-spot for the world after 7 decades of conflict and a dormant civil war, adidas a brand that believes in the power of sports, makes it visible to world again, with a brand-new positive lens of football.

Date of Release: 31/10/2018

The long-format film campaign ran on all social mediums (Twitter/Instagram/Youtube/Facebook) and in conventional television format throughout the duration of the most premier football league in India, the I-League.

The newspaper innovation was carried out in Kashmir itself for a week's duration and an open letter to join the change was sent to all media houses in India and some internationally.

The outdoor campaign ran for 5 days across 7 major cities in India while an event, the photography exhibition ran for 5 days in Bangalore, one of the metro cities in India.

The overall campaign ran until the end of the league in March, 2019 when the I-League closed with Real Kashmir FC ranked 3rd in the table.

The Results:

42% RISE IN POSITIVE CONVERSATIONS about Kashmir on social platforms, beating negatives at a low 15%

The club was invited as a special guest to the global ‘FOOTBALL FOR PEACE’ event under the high patronage of HRH Prince Albert II of Monaco at the Queen Elizabeth Olympic Park, London

INR 20,000,000 Donated by the Indian State Government to the club as assistance post the campaign

The club’s story makes ESPN INDIA’S LIST OF TOP 10 inspiring sports stories

#1 TRENDING Topic on twitter India for the first 3 hours

67,837 UNPAID PR ARTICLES by 640 global news/media agencies

150,000+ SHARES - Most shared sports commercial of the year in India

400% INCREASE in fan following on club’s twitter, facebook & instagram

25M VIEWS across platforms

85M IMPRESSIONS GLOBALLY

$52M IN EARNED MEDIA