Bureau, New Delhi
With almost 235 days to go until the start of the FIFA U-17 World Cup India 2017, the official mascot of the tournament was revealed at New Delhi's Jawahar Lal Nehru Stadium through an interesting On-Ground initiative. The mascot launch event was conceptualized and executed by DDB MudraMax- Experiential.
The FIFA U-17 World Cup India 2017 is the first global football event that will take place in India. Following a multi- agency pitch win, DDB MudraMax was entrusted the task of conceptualizing and executing the launch event which resonated with this idea. The objective was to create a remarkable recall value for the FIFA U-17 and set the ball rolling for the sporting revolution this event will trigger.
In a ceremony, the young and charismatic face of the FIFA U-17 World Cup India 2017, a Clouded Leopard nicknamed 'Kheleo', was introduced to hundreds of gathered fans and media representatives. The Clouded Leopard is a wild cat who has descended from the Himalayan foothills through mainland Southeast Asia with a total population suspected to be fewer than 10,000 individuals. The character represents the agility, vigor, uniqueness and potential for the game.
Following a high spirited event, the seven foot tall mascot 'Kheleo' was introduced to the global Football community; as it emerged through two splitting LED screens on stage. The mascot interacted with the young football fans and was cheered on enthusiastically by huge crowd turnout and the media at the unveiling event.
Quoting on the brand's experience of working with DDB MudraMax, Joy Bhattacharya, Project Director, FIFA U-17 World Cup India 2017 said, "The show that DDB MudraMax has pulled off cannot be the easiest thing. It is a launch that involves World Football Association, Local Football Association, Ministers; making it simply difficult to put a timeline in place. We had two aborted starts which the agency bow with very good humour. When we finally came around, it was a 10- day turn around period in which the agency had to pull off the show and suddenly everything had to change. I believe that the key to do something as huge as this is to stick to a couple of powerful ideas and be very tight in execution. This is what we got from DDB MudraMax. The branding was brilliant. The hygiene has been excellent in terms of the stage, the set up. The thing that worked for us was that we froze on a basic concept. It was not very complicated. The best judge were the kids who were absolutely enthralled through the program and I would like to thank DDB MudraMax for doing a great job."
Kheleo will participate in numerous activities in the run up to the first FIFA tournament hosted by India, to be played from 6th October to 28th October 2017.
Quoting on the agency's association with FIFA U-17 World Cup India 2017, Sanjay Shukla, President-DDB MudraMax said, "2016 was a great year for DDB MudraMax. We gained a lot of momentum and it is great to see the momentum carrying forward 2017 as well where the first marquee event we are pulling off is a part of Indian sporting history. It is a matter of pride and honor for us to be associated with the 2017 FIFA U-17 World Cup India 2017 Mascot launch. The local organizing committees are client partners in every sense of the word. I am extremely proud of the team that won this business and pulled off the event."