Can Kashmir unite through football and advertising?

Kashmir is a divided region, with India controlling the greater part, Pakistan a big chunk with China in there too. India and Pakistan have fought three wars over it.

So what can bring it together? Why football of course.

It’s an odd notion but we shouldn’t underestimate the power of the beautiful game.

Here’s a new film from Cheil WW India inviting us to see Kashmir “through the lens of football” as The Real Kashmir Football Club (RKFC) celebrates its entry to India’s I-League. The ubiquitous Adidas is in the mix too.

Sport can be a unifier: the Brits and the Irish were happily playing rugby together for the Lions all the way through the troubles.

MAA creative scale: 7.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.