Services
Challenge
The club’s presence was already established in terms of numbers, so the brief wasn’t just about driving impressions or pushing out global content into local markets. It was about building something deeper and creating a cultural connection between Indian Madridistas and the club they love, in a way that feels personal and relevant.
The challenge? Craft a campaign that could not only unite fans across India’s diverse regions, but also show them they were seen, heard and valued as part of Real Madrid’s global identity.
Solution
We responded with a season-long content campaign designed to meet fans where they are geographically, emotionally, and culturally.
For the 23/24 season, a season-long campaign was launched to connect authentically with Indian fans through a wide mix of content formats. These included festival and special day graphics, regionalised matchday graphics featuring players immersed in Indian culture, and match-specific content such as pre and post match stats, paired with captions referencing Indian pop culture.
A key content activation was the video IP Madridista Stories: India, spotlighting passionate fans and creators such as Divyansh Verma, Samaakshi Jha, and the Bombay and Delhi Peña. By capturing their journeys and highlighting the Madridismo spirit they live by, the series celebrated the fans while fueling pride and buzz across the Indian Madridista community.
Additional engagement came through fun light-hearted Reels combining fan footage with archival content. Regionalisation was central to the approach, with standout moments like a Jude Bellingham Reel paired with a trending audio from Kerala that went viral, sparking organic reactions from fans and celebrities alike.
By weaving cultural touchpoints, fan-first storytelling, and geo-localised activations into every format, the campaign not only deepened fan loyalty but also reaffirmed that Madridistas in India are seen, celebrated, and integral to the club’s global community.
Results
44 regional posts
6m engagements
25m views
30+ influencers with a combined following of over 290 million
