Case Study

Here is how ISL achieved phenomenal brand engagement on Twitter with a suite of innovative experiences

Key results



The opportunity

With a 97% growth in TV ratings this year, the Hero Indian Super League is an emerging football league that has garnered a large viewership since its inception. This season, football fans across the country couldn’t make it to the final match of the Indian Super League that happened behind closed doors on 14th March but with Twitter, it was possible for the spectators at home to join in the triumph of the winning team. The Indian Super League teamed up with Twitter to create a perfect opportunity for a memorable celebration that would be remembered for years to come. Here’s how it panned out.


The strategy

The @IndSuperLeague launched a campaign on Twitter inspiring and encouraging people across the nation to showcase their love for their favourite teams for the finale between ATK FC and Chennaiyin FC

The #TrueLove campaign heightened the passion of football fans across the nation and also gave them a chance to take their stadium cheer, online.

We received an overwhelming response from fans across the country, as fans prepared for the finale, a compilation of tweets were shortlisted which included real-time game reactions along with player tweets to be printed on confetti.

In the finale that put everyone's nerves on the edge, ATK FC rose to be the champions and @IndSuperLeague along with Twitter gave the classic confetti celebration during the trophy-lifting ceremony a tweet makeover, showering the love of fans from far and wide. The shortlisted #TrueLove tweets were printed and showered down on the champions, making it a one-of-a-kind on-ground experience.

  • Case Study


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The success

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