The professional football league launched an OOH innovation in Goa to attract the attention of football lovers during the Hero Indian Super League 2015(ISL) finals.
If cricket in India enjoys the top status in the sports arena, football is a close second. Its popularity as a sport has been growing over the years, which is reflected in the manner it is played and even advertised today. With the aim to promote football on a larger scale, The Indian Super League was formed with eight teams in 2013, a follow-up to the I-League, established in 2007.
The Hero Indian Super League 2015 commenced on October 3. Its final match was played at the Jawaharlal Nehru stadium in Fatorda, Goa, in which Chennaiyin FC defeated FC Goa by 3-2.
The activity created a buzz on social media, with people taking selfies and sharing posts by getting clicked with the sand art installation. The activity comprised of only one sand art structure. No branded merchandise was created or distributed among the football enthusiasts, as the brand wanted to make a subtle statement with the activation.