Case Study of a genuine appeal – Sunil Chhetri Indian Football Team Captain’s emotional appeal

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Sunil Chhetri appeal

Case Study of a genuine appeal – Sunil Chhetri Indian Football Team Captain’s emotional appeal

A few days back, the power of an emotional appeal was seen in the world of Indian football. It made a massive impact and turned out to be a national sensation. It all started when 33-year-old Indian Football Team captain Sunil Chhetri put out a small video appealing Indians to come and support the national team in Stadiums. The previous match was merely attended by 2000 football fans. In that match, India crushed Chinese Tapie with the result of 5-0 and Sunil Chhetri scored his third International goal hat-trick.

Sunil Chhetri Ranking
Sunil Chhetri Ranking

Before Sunil Chhetri video

Prior to this, Sunil Chhetri was never backed emotionally so strong. It should be noted that he is India’s leading scorer with 59 goals from 99 international caps. He is placed third in the world’s leading scorer’s list just after the great Ronaldo and Messi.

His barely edited video shot in a single go was a lesson for many marketing companies who have been putting in a huge amount of money in products/services advertisement.

His words:

“To all of you who are fans of big European clubs and support European clubs with so much passion and sometimes you guys think that the level is not the same, so why do you waste your time?

Agreed, the level is not the same, not even close but with our desire and determination, we will try our best to make your time worth.

To all of you, who have lost hope or don’t have any hope in Indian football, we request you to come and watch us in stadium. It’s not fun to criticise and abuse on internet. Come to stadium, do it on our face, scream at us, shout at us, abuse us, who knows one day we might change you guys, you might start cheering for us.”

His appeal got the immediate attention of all the major Indian sports celebrities and support started pouring in. Immediately the video went viral and became a topic of national debate on prime time. It also brought attention to the sorry condition of Indian Sports other than cricket.

Support from Virat Kohli Indian Cricket Team Captain

Support from Legendary Indian Cricket Player Sachin Tendulkar

Supports got poured from Bollywood and Mumbai District Football Association president Aaditya Thackeray tweeted, “I’m glad that after @chetrisunil11’s heartfelt appeal, so many of us have responded and got the seats to #BacktheBlue. This is only the beginning, let’s make sure each game that @IndianFootball plays is houseful! They pour their heart out for us, least we can do is be there!!”

Result of Emotional Video

The ground effect was observed when the venue for next game against Kenya, Andheri Sports Complex got sold out and media did a heavy reporting on it too. Sunil Chhetri entertained the crowd with his magnificent goals and India won the match with 3-0. No doubt, this small yet powerful emotional video was the reason behind the stadium getting sold out. This is not it, the tickets for the final, which India will be playing on 10th of June is also sold out.

Emotions and being genuine is still a very powerful force that influences human behaviour. However, brands hardly concentrate on them. Features are important but not as important as emotional feelings. Being genuine and performing better than expectations will definitely add credibility to your brand.


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