The challenge was to outwit the competitors of Kalliyath who were using film celebrities to endorse their brands. We had to take a different route. ISL football was hot favorite event of the time. It is well known that Kerala is a football frenzy state. So we decided to project Kerala Blasters as our brand ambassadors. The common factors that connected football and TMT bars were strength and leadership. So we focused on them. We handpicked the lead players of Kerala Blasters and presented the creative with Strength as the key factor. The attitude of the lead players communicated the rest. The campaign was naturally an instant hit.