ITV

Category: Ad Campaigns

  • JOY launches personal care range for the sensitive skin of acid attack survivors

    JOY launches personal care range for the sensitive skin of acid attack survivors

    Delhi: RSH Global, a personal care company in the business of skin care products, under its brand name of ‘Joy’ today, launched a new range of product suitable for the sensitive skin of acid attack survivors, JOY Sensitive.

    The ‘Joy Sensitive’ product range includes a face-wash, moisturizer, cream and sunscreen, designed keeping in mind the daily skincare need of a hyper-sensitive skin. These products are formulated with natural extracts of aloe vera & chamomile which moisturizes & soothes sensitive skin.  Aloe vera has cooling properties and is anti-inflammatory while chamomile is a natural antiseptic and is effective in soothing irritated skin and regenerating tissues. These products are Hypoallergenic Non-Comedogenic & Dermatologically Tested. Additionally, the products are colourless, sulphate free and are 100 percent vegan. Brand also unveiled the campaign ‘Skin of Courage’ and will undertake various initiatives under the same including employment drive for acid attack survivors, association with movie ‘Chhappaak’ supported by on-air and digital promotions.

    Speaking about this range Sunil Agarwal, Chairman, RSH Global said, “Globally, India tops for acid attacks and the existing products for the hyper sensitive skin of acid attack survivors are either rare, expensive or from derma category. Therefore, affordability played a major role in the product development – ‘Joy Sensitive’.

    The company’s endeavour has always been to deliver quality products at an affordable price and this has been the genesis behind this new range meant for hyper-sensitive skin. Personally, this is the most satisfying project in the last 30 years of my entrepreneurial journey & we all look forward to hear it back from the users.”

    Poulomi Roy, Chief Marketing Officer, RSH Global, said, “Make good quality product accessible to all at affordable price, has been the company’s purpose of existence. This project is a manifestation of the same and skin of courage campaign is a testimony of marketing with a purpose.

    Women from modest backgrounds often fall prey to acid attacks. Therefore, being a mass brand and having in-house infrastructure, R&D, resources and logistics, the thought raised was, can we develop a special product for them at an affordable price point? This is how ‘Joy Sensitive’ was born with robust research and innovation.

    Chhapaak releasing during the launch of ‘Joy sensitive’, triggered an association which was much beyond the usual promotions and the celebrity quotient. Apart from the co-branded TVC, we are organising a special screenings of the movie for over 200 acid attack survivors. We are also in the process of starting off a nationwide employment drive for acid attack survivors by associating with a NGO as a part of the campaign. The cause will be extensively promoted digitally as well.”

    It’s been an extremely gratifying experience for me to work on this project and we’ve long way to go.”

    RSH Global is ranked the seventh largest skincare company by turnover in the ₹13,000 crore skincare market, as per Nielsen MAT data 2018-19. It is aiming to double its turnover by 2022-23 to Rs 1000crore from ₹490 crore in 2018-19. It exports to 25 countries in Africa, West Asia and South Asia, & SAARC region.

  • Canara HSBC Oriental Bank of Commerce Life Insurance launches Pension4life

    Canara HSBC Oriental Bank of Commerce Life Insurance launches Pension4life

    Gurugram : Canara HSBC Oriental Bank of Commerce Life Insurance launches Pension4life Plan, an annuity product designed to provide financial independence to retired individuals, those near retirement or earlier. Under this plan, the customer gets a wide range of annuity options in exchange of a purchase price. The customer will get as many as 7 annuity options to choose from allowing them to lead a hassle free life. Customers can also have a joint life plan. The plan also offers flexibility to opt for the reverse mortgage option with banks or option of availing annuity for NPS (National Pension Scheme) subscribers.

    Mr. Anuj Mathur, Managing Director & Chief Executive Officer, Canara HSBC Oriental Bank of Commerce Life Insurance Company said, “We at Canara HSBC Oriental Bank of Commerce life insurance understand the needs of an individual’s financial security post retirement which is one of the prime concerns of an individual near retirement. To fill this need gap we have launched this annuity product with 7 different options meeting the requirements of different customers by offering various benefits. We are confident that this plan will benefit those who are close to their retirement.”

    Key highlights of the plan:

    There are 7 annuity Options under the plan:-

    Ø  Option 1- Immediate Life Annuity(Single Life)

    Ø  Option 2- Immediate Life Annuity with Return of Purchase Price(Single Life)

    Ø  Option 3- Immediate Life Annuity with Return of Balance Purchase Price(Single Life)

    Ø  Option 4- Immediate Life Annuity with Return of Purchase Price on Critical Illness (CI) or Accidental Total & Permanent Disability (ATPD) or Death(Single Life)

    Ø  Option 5- Immediate Joint Life Annuity with Return of Purchase Price

    Ø  Option 6- Deferred Life Annuity with Return of Purchase Price (Single Life)

    Ø  Option 7- NPS – Family Income (option available only for National Pension System (NPS)subscribers)

  • Panasonic India launches #JunkTheJunk campaign

    Panasonic India launches #JunkTheJunk campaign

    MUMBAI: Panasonic India Pvt. Ltd, the consumer durables giant, in the New Year encourages the conscious millennials to #JunkTheJunk by getting rid of the unhealthy included in their diet and in the refrigerator.

    Bringing alive the proposition of 'experience fresh' with Panasonic’s line of refrigerators, the brand went live with a digital film, leveraging its social media handles to urge consumers for making a healthy start in the New Year by replacing all the unhealthy food items with greens and healthy food in their refrigerators.

    Panasonic India head – brand & marketing communications Shirish Agarwal said, “Switching to healthier lifestyle habits tops the list of the New Year resolutions every year. Be it exercising regularly or eating, health has become a priority. Through this campaign Panasonic wants to ask consumers to look into a part of their homes like refrigerators, which mostly reflects their health. The consumers should replace all unwanted things with healthy options to inculcate better eating habits.”

  • Kotak Life Launches Digital Campaign Highlighting the Importance of ‘Complete’ Life Insurance

    Kotak Life Launches Digital Campaign Highlighting the Importance of ‘Complete’ Life Insurance

    Mumbai: Kotak Mahindra Life Insurance Company Ltd (Kotak Life) today announced the launch of their new digital campaign, which highlights the importance of a ‘complete’ life insurance plan. Kotak Life’s #PooraPlan provides complete family protection that not only covers Life but also Critical Illnesses & Disabilities of the insured.

    Subhasis Ghosh, Head – Marketing & Group Insurance, Kotak Mahindra Life Insurance Company Ltd, said, “Life insurance is usually purchased with the intent of saving tax and helping family tide over any unpredictable occurrence of death. But what happens in case of a serious illness or disability? It makes the purchased policy cover incomplete. Kotak Life’s #PooraPlan completes the incomplete by going beyond the conventional coverage and providing added benefits that cover disabilities and critical illness.

    “#PooraPlan aims at educating people and creating awareness about full coverage vis-à-vis traditional incomplete coverage. Our TG are adults who are 25 years and above, with increased focus on people between the age group of 30 to 45 years. Bollywood actor Vinay Pathak helps capture a serious topic in a light-hearted yet impactful manner urging viewers to be prepared for any tough situation”, added Subhasis Ghosh.

    The campaign is conceptualized and executed by creative agency Wunderman Thompson. Steve Priya, Executive Creative Director at Wunderman Thompson, elaborated on the ad film, “Until now, Life insurance as we know it is actually ‘After Life’ insurance. The category is built on taking care of your loved ones, after you’re gone. Death however, is just one of the outcomes. But what happens if you’re critically ill or suffer an accident that leaves you disabled. A tough conversation but one that was necessary. We decided to shake up the category and call any insurance plan that doesn’t cover every eventuality as ‘Aadha Insurance’. Subbu (Vinay Pathak) makes a comeback in a series of logical, practical yet lighthearted commercials and propagates the need for a complete or rather #PooraPlan from Kotak Life Insurance”.

    Click below to view the ad film

  • Godrej Ezee pledges partners with CRY for 10th edition of Ezee Hugs Initiative

    Godrej Ezee pledges partners with CRY for 10th edition of Ezee Hugs Initiative

    MUMBAI: Godrej Ezee liquid detergent is back with the tenth edition of Ezee Hugs, an initiative aiming to provide warmth to underprivileged children during harsh winters. This year, Godrej Ezee is contributing Re 1 on purchase of every 1kg bottle and will donate the proceeds towards buying new sweaters for children.

    The detergent brand has partnered with CRY – Child Rights and You, a prominent non-profit organisation working for children’s rights, to ensure strategic identification of beneficiaries and distribution of sweaters across India’s severe-winter prone regions like North and East. On the occasion of Christmas, Godrej Ezee and CRY jointly kick-started this year’s Ezee Hugs campaign with celebrations and distributed new sweaters amongst underprivileged children in Delhi, Chandigarh and Lucknow.

    Every year thousands of underprivileged, school-going children across the Northern belt, bear the harsh winters without the warmth of woolens. Godrej Ezee wanted to build awareness about this winter related hardships and alleviating them. Thus, it started Ezee Hugs campaign for this important social cause. Over the years, Ezee Hugs has spread warmth by urging people to donate their woolens for children through this social good campaign. In the tenth edition, Godrej Ezee has raised the scale of Ezee Hugs by donating INR 1 from its own sales towards new sweaters. The campaign gives people a chance to contribute towards the noble cause by simply making a purchase. The partnership with CRY will be leveraged to distribute the new sweaters amongst underprivileged children based in Delhi, Punjab and Uttar Pradesh and is expected to have a substantial impact.     

    Sharing his thoughts on Ezee Hugs campaign, Godrej Consumer Products Limited (GCPL) chief executive officer – India & SAARC Sunil Kataria said, “Godrej Ezee has always stood for warmth, comfort and care. Ezee Hugs, a noble initiative by Ezee that began in 2011, has grown over the last 9 years with the support of multiple stakeholders and offered warmth to thousands of children during the winters. This year, we are linking our contribution directly to that of the consumers. We are making Ezee Hugs a people’s movement and encouraging them to contribute to the cause by simply buying Ezee. We are happy to have CRY as a strategic partner this year to ensure accurate last-mile delivery of new sweaters to children across Northern region.”

    Commenting on Ezee Hugs campaign and its partnership, CRY Regional Director(North) Soha Moitra said, “In our journey over the past 40 years, we have always believed in the power of likeminded individuals and corporates to raise awareness for a cause, and it’s a pleasure for all of us at the CRY family as Godrej Ezee comes on-board with a cause related partnership. We are sure that this initiative will go a long way in keeping our children warm and protected during the winter days. I do hope that this initiative would send a message to all consumers, and give them a brilliant opportunity to come forward in championing a cause.”

    In its tenth edition, Ezee Hugs will be promoted over a two-month period through a multi-media campaign including TVC and digital films. This will be to raise awareness amongst people about the cause and encourage them to make their valuable contribution. 

  • Likee, SKF’s campaign #HudHudDabanggChallenge crosses 275 mn views

    Likee, SKF’s campaign #HudHudDabanggChallenge crosses 275 mn views

    MUMBAI: Likee, the pioneering global short video creation platform from Singapore based BIGO Technology has recently partnered with Salman Khan Films (SKF) to promote Dabangg 3 as the film's official digital partner. The campaign #HudHudDabanggChallenge gave Likee's users an opportunity to interact with the lead actor Salman Khan. The campaign has garnered more than 275 Mn views with a fan base of 22k+ Fans. 

    Dabangg 3 is one of the most awaited films of the year for Salman’s fans, which hit the Box Office on 20 December 2019 and has had one of the highest opening box office collections in 2019.

    #HudHudDabanggChallenge has played a vital role in promoting the film across India, where “Likeers” from all states have gone beyond the languages by creating dynamic dance videos and lip-sync videos with the Film’s title tracks and dialogues. To top it up, the movie is also released in four Indian languages – Hindi, Tamil, Telugu, and Kannada.

    As part of the campaign, the debutante ‘Saiee Manjrekar’ also collaborated with the top five Likee users to create entertaining videos. 5 Lucky Likee users also won a chance to personally meet Bollywood megastar Salman Khan.

    “It was great to see so much enthusiasm and such positive participation from all the Likee users in such huge numbers from across India. Not just Hindi but Dabangg 3 also received a great response from South India on Likee App. We also liked the whole idea of Dabangg3 taking over the Likee India Instagram page a day before the film’s release that added on to some great promotional value. Overall it has been a great association with Likee as our Digital Partner”, said  Salman Khan Films  marketing head Aparna Desai.

    As a leading short video platform, Likee has expanded the horizons for SKF team to connect with their target audience and magnify the excitement around the movie among the young movie enthusiasts. Such Collaborations are in line with Likee’s aim of providing valuable content to the Indian youth, who connect deeply with Bollywood movies and actors.

    Likee is available in different Indian languages like Hindi, Tamil, Marathi, Telugu, Gujarati, Bengali, Kannada, Malayalam and Punjabi. In 2019, Likee had also won the Guinness World Record for creating the 'Largest online video album of people waving a flag in India' during its 'No matter where I am, #IAMINDIAN' campaign. The campaign saw more than 1 lac Indians participating in celebrating India's 73rd Independence Day. In the recent App Annie’s year-end report on app trends for 2019, Likee has emerged as No 1 in the breakout category and is also the 7th most downloaded app in 2019.

  • Platinum Evara’s campaign for new collection inspired by nature

    Platinum Evara’s campaign for new collection inspired by nature

    MUMBAI: Beyond her choice of couture, and wedding planning, the bride of today has come a long way in defining and knowing what she expects from her marriage. Armed with an education, a career and the empowering independence it brings, her choices and decisions are her own. She values traditions, rituals & set practices but has the ability to question and not blindly follow them. She seeks an equal partnership from her spouse-to-be and expects supportive in-laws – a true extension of her own family & support system.

    Earlier this year, Platinum Guild International (PGI) – India  in its campaign “MyFirstEvara” celebrated this new-age bride’s “rare firsts” – her new beginnings as she moves into a new phase of her life, tuning herself to a new atmosphere, fostering newer relationships, embarking on a fresh journey and adapting to multiple roles.  Her “rare” first moments & interactions charged with emotional meaning, occupy a special place in her heart. They form the founding blocks of her life’s new journey & are hence embedded in her memory forever. This season Platinum Evara celebrates another chapter in that course. The bride of today looks at her ‘first moments’ in her own way – being true to herself, her values & beliefs. She faces many societal challenges & expectations but she confidently negotiates them while expressing what truly matters to her. Without dismissing existing norms or rebelling without a cause – she stands assertive, optimistic & yet carries people along.

    One instance of a bride’s journey has been captured in a beautiful new film bringing alive this season’s #MyFirstEvara. The film opens with a scene where a mother-in-law is checking out a new house. This is the house that the daughter in law wants to move into to start her own journey. It captures the emotions that come along with a decision that has clearly not been easy on her – but one that she believes in & must follow. She stands up to her decision & is delightfully surprised when her mother-in-law reassures her that it is indeed the right one to make. The mother in law in fact backs her by telling her that “young couples need their space”. She helps her tide over her apprehensions comforting her & saying physical distance can never come in the way of a real connection! This special moment between them is marked with something rare – a piece of Platinum Evara.

    It marks the launch of a new collection from Platinum Evara inspired by Nature – a true tribute to the bride of today. Like the forms in nature, dynamically evolve, renew, transform and yet coexist with other life forms – leaving their mark, so does the bride of today. She breaks away from typical stereotypes and blossoms in her life after her wedding. This design theme hence mirrors her life stage.

    Speaking on the campaign, PGI director, consumer marketing Sujala Martis said, “The bride of today is no longer hesitant, nervous & full of self-doubt. She values her roots but always seeks newer possibilities of progressive change. She faces societally imposed norms yet, confidently negotiates them while expressing what truly matters to her. Our new collection inspired by nature is a tribute to her and this very outlook of hers”.

    “Modern women don't go by the stereotypes of a daughter-in-law and her relationship with her in-laws. It's a change that's the need of the hour and these brides of today aren't afraid to change societal norms. This campaign pays tribute to the women who have the rare qualities to go against the stream with nature-inspired platinum jewellery, marking these major milestones in her newlywed life,” said Dentsu Webchutney ECD Aalap Desai.

    The endearing new integrated digital and marketing campaign is currently live to promote the all-new range of Platinum Evara jewellery. The campaign is a 360-degree program led by a digital film and supported by a robust communication plan that includes Print, Digital, OOH and PR across markets to ensure high reach and frequency. The content across these mediums are focused to drive awareness and visibility for the new collection.

  • CNBC-TV18’s #CNBCTV18Tweetathon trends among 10 top twitter campaign

    CNBC-TV18’s #CNBCTV18Tweetathon trends among 10 top twitter campaign

    MUMBAI: Celebrating a milestone, CNBC-TV18, India’s leading English business news platform hosted nation’s biggest business unconference- CNBC-TV18 Tweetathon. The digital campaign witnessed industry veterans from a wide-range of sectors. To add more meaning to their anniversary they created & offered an interactive knowledge-sharing experience to its audience.

    Through the digital campaign, CNBC-TV18 presented its audiences with an opportunity to interact and have their queries answered by just a tweet. With a strong focus on creating buzz about the anniversary, CNBC- TV18 invited eminent personalities in the likes of market expert Basant Maheshwari, best-selling authors Amish Tripathi and Ashwin Sanghi, Fitness enthusiast and actor Milind Soman, Entrepreneur and internet personality Malini Agarwal, celebrity Chef Kunal Kapur, Businesswoman and celebrity pastry Chef Pooja Dhingra, popular Youtuber and internet personality Bhuvan Bam and Shereen Bhan, Managing Editor – CNBC-TV18 amongst others.

    Reaching out to 46M+ audiences, the digital campaign #CNBCTV18Tweetathon covered an array of topics from Health and Fitness to Entrepreneurship and Lifestyle. Prominent investor Basant Maheshwari spoke about his investments in the markets for the last 27 years, and the importance of patience in dealing with the stock market. The campaign also witnessed popular internet personality Bhuvan Bam chronicle his digital journey wherein he showcased his entire journey and the struggles he has been through. The interactive campaign juxtaposed seamlessly with the brand’s ethos of providing actionable insights in all spheres of the audience’s life. 

    In addition to this, CNBC-TV18 amped up the engagement of the campaign with the aid of their contest Riddle Me This & Biz Quiz wherein the interested participants were required to share the correct answer by tagging #CNBCTV18Tweetathon. Participants and Winners were rewarded with exciting prizes.

    Commenting on the success of the campaign,  Network18  English & Business News Cluster  CEO Basant Dhawan  said, “20 years is an important milestone in a brands life-cycle and is only possible when a brand reinvents itself with the changing consumer behaviours while reinforcing its relevance. At CNBCTV18 we have achieved the same & maintained our leadership in the business news by a substantial margin. On the 20th year milestone, we decided to drive huge brand engagement with our audiences through a  "#CNBCTV18Tweetathon" programme on Twitter. Under this programme, we created a unique interactive platform connecting some of India’s eminent personalities LIVE with our audiences. And we are excited with the stupendous response we have managed to generate with #CNBCTV18Tweethaton”

    Oktobuzz  founder Hemal Majithia stated, “We wanted to celebrate 20 years of CNBC-TV18 in a unique way and use this occasion to engage its audience while keeping it appealing for the millennials. With this in mind, we created an Unconference – a very opposite version of a conference, the biggest of its kind in India.”

    Tweetathon garnered over 530M+ impressions and trended among the top 5 campaigns in Mumbai, no.2 in Kolkata and trended in other cities like Pune, Ahmedabad, Chennai, Hyderabad, Delhi & Bengaluru.

  • ADK Fortune launches ‘Khel Gaye Chief’ for Red Chief

    ADK Fortune launches ‘Khel Gaye Chief’ for Red Chief

    MUMBAI: Red Chief, one of the oldest and most trusted footwear brands in the Indian market from Leayan Global, has launched its new ad campaign ‘Khel Gaye Chief’ with Vicky Kaushal. Targeting the youth of the country, the new campaign, conceptualised and executed by ADK Fortune Communications Pvt Ltd, highlights the strength and comfort that Red Chief leather shoes essentially stand for.

    The commercial features a gutsy Vicky Kaushal tackling a couple of goons by tricking them into reaching the police station. Very smoothly, he tricks the goons while running, climbing, and jumping to show how these shoes are made for today’s fast lifestyle. The film therefore serves as a testimony of how tough and flexible these leather shoes from Red Chief are.

    Commenting on this new association, Leayan Global Pvt Ltd MD Manoj Gyanchandani said, “We are delighted to have Vicky Kaushal as the Brand Ambassador for our leading leather footwear brand, Red Chief. Vicky gels very well with our Red Chief brand image, which is rugged, tough, and confidently stylish. We are quite confident of taking our brand to next level of growth and expansion across the country with a strong youth connect in masses.”

    ADK-Fortune Communications Pvt Ltd ECD Uday Rao said, “The attempt with this communication was to underline the style aspect that has evolved to be in sync with the times along with strengthening the existing brand image through an exciting, short, and a charming story.”

    Commenting on his association with Red Chief, Vicky Kaushal said, “It feels great to be associated with Red Chief, a home-grown footwear brand that enjoys mass appeal, backed by top-of-the line features and quality in their wide range of casuals, formals, and outdoor shoes. The brand gives one a sense of completeness in their looks and a distinct unique personality.”

    “Red Chief always stood for the Power of Real Leather. With Vicky seamlessly embodying the real sense of power with much ease and wit makes the whole plot highly entertaining & endearing,” said ADK-Fortune Managing Partner Subroto Pradhan.

    The campaign broke on 7 December 2019 and is backed-up by heavy media burst, online and offline.

    Red Chief currently has 170 retail stores and more than 3,000 multi brand outlets (MBOs) across India. The brand is also available on all major online shopping platforms.

  • adidas launches campaign inspired by Real Kashmir FC fans

    adidas launches campaign inspired by Real Kashmir FC fans

    MUMBAI: Inspired by the support that Kashmir Football Club gets from its rivals’ fans, global sportswear giant adidas and Real Kashmir FC together unveiled the new design of the club’s 2019-2020 home jersey. They have dedicating it to fans of the club. The new colourways are an ode to the Unreal Fans of Real Kashmir who have made it the most loved clubs across the country

    RKFC, supported by adidas, have also launched a campaign to celebrate the new season adidas jersey and dedicated it to the “UNREAL FANS OF REAL KASHMIR”. The new season campaign captures the essence of change and a new phenomenon in Indian footballing history that Indian football has witnessed during the 2018-19 I-League season with Real Kashmir FC.

    The campaign rides on the insight, rather a unique trend, where fans of opponent clubs started cheering for Real Kashmir FC, as it became the second favourite club of opponent fans on social media. Fans from across India joined in conversations both on-ground and on social media to lead the voice of positivity. As RKFC travelled across the country, often, the club received standing ovations at away games from opponent fans, who did not switch loyalties but rather supported both clubs – a trend not seen before in football fanfare.

    The campaign takes a leap and showcases the faith that the fans showed towards Real Kashmir favourite club, as it acquires UNREAL fans from other sports, to fans that did not follow any sport in their lives, to anyone or everyone who has followed the RKFC journey till now and seen Real Kashmir through the lens of football.

    Link: http://bit.ly/369np8O

    adidas India senior marketing director Manish Sapra commented, “Our journey with Real Kashmir has been unimaginable, unthinkable and unbelievable. Gets summarized in just one word ‘Unreal’. This campaign is dedicated to the Unreal Fans of Real Kashmir who may support other clubs but hold a soft corner for the snow leopards.”

    Real Kashmir FC owner Sandeep Chattoo said, “This is such a cool campaign to celebrate all the new fans who have started supporting us in our journey. When we saw the campaign for the first time, we absolutely fell in love with it. It beautifully brings together the various sentiments of numerous fans across the country.”

    The new season jersey has been carefully crafted, “Create. Believe. Inspire” written on the neck at the back, inspiring every individual to make a difference in their game, life and world. This season the yellow home jersey is accessible to the fans, available only in limited quantities across select adidas stores and online on starting from 21 November 2019, is built with adidas Climalite fabric and has the iconic adidas 3-Stripes on the shoulder.

    Cheil India ECD Aneesh Jaisinghani said, “Last year, the first timers, Real Kashmir Football Club team, received huge success and with that we observed a never-seen before trend on social media! The die-hard fans of opponent clubs began following and cheering for RKFC.  A die-hard football fan never cheers for any other team! RKFC was gaining popularity among these die-hard fans too! And thus, was born ‘THE UNREAL FANS OF REAL KASHMIR’ campaign. This initiative intends to throw a spotlight on all those UNREAL FANS of REAL KASHMIR and encourage them to share their love for the team! We have conceptualized 3 digital films with UNREAL FANS who will share their adulation stories for RKFC with the world. We hope to boost the energy of this team and make everyone notice them through these unreal fans!”

    Last season, adidas announced its partnership with Real Kashmir FC with an aim to inspire positive change by narrating the story of the ‘Snow Leopards’, as the club is popularly known. The story has redefined the 'Real’ Kashmir, with football as a catalyst for change. The result since the announcement has been unexpected, while on-field the team scaled unprecedented heights finishing third in their first appearance in the I-League, off-the-field it has led to unreal and unexpected outcomes as the message of positivity spread and made a REAL change.