Adopting A Localised Strategy To Make Chelsea No.1 In India

The challenge:

 

How to increase Chelsea’s share of voice among Premier League teams in India and how to best drive traffic to Chelsea’s platforms.

 

Our solution:

 

We created a mix of content geo-targeted to Indian users across Chelsea FC’s Facebook and Instagram channels and also a segment for India’s STAR TV. The highly-engaging formula included re-purposed archive footage, match day content in eight regional languages, festival greetings from players and celebrity content fronted by Bollywood star Arjun Kapoor.

 

This took CFC to a new level in India, helping fulfil their brief, with Arjun being the first celebrity ambassador for any Premier League club. Over the last year Chelsea has reached over 37 million viewers, generating 9 million views and 3 million engagements.