Services
Challenge
As the official league handle, the Indian Super League had traditionally maintained a formal tone of communication. But in the evolving digital landscape, fans were craving more than facts; they wanted personality, connection, and content that made them feel part of something bigger. While professional, there was an opportunity to build the brand’s relatability that today’s digital audience seeks. The challenge was to evolve ISL’s social media identity and to transform it from a purely informational platform into one that fans could emotionally connect with, engage with, and celebrate Indian football with.
Solution
In the 2021–22 season, the Indian Super League underwent a strategic shift in tone and content. We redefined the league’s voice to be more relatable, conversational, and reflective of the passion of Indian football fans without losing the official handle's credibility.
This shift was brought to life through a diverse range of content formats that included bespoke graphics, hype and MGFX videos, and spotlight features on Indian talent which altogether gave the league a new identity. The design system was refreshed and future-proofed, setting a new visual identity that mirrored the tone: bold, expressive, and instantly recognisable. To further strengthen fan relatability and connection, the league began embracing meme culture, topical trends, and moment-driven content that resonated with fans in real time, thereby allowing ISL to join in the celebration of football as fans experienced it.
Since the shift, the Indian Super League’s digital platforms have seen a significant rise in engagement and fan sentiment, with the evolved content strategy continuing to shape its identity as the voice of modern Indian football.
Results
1.6B in the 24-25 season
63.9% growth in engagement (from the 21-22 season till the 24-25 season)
