Celcom adds music to football

<P>KUALA LUMPUR: Malaysian telco Celcom has launched a football-focused campaign to leverage the sport's popularity. </P> <P><BR>As part of its 'Football-mad nation' campaign, Celcom, which is the official English Premier League sponsor for the third consecutive year, has launched a spot made for TV in the style of a music video.</P> <P><BR>At three minutes and 22 seconds long, the M&C Saatchi spot stars two of Malaysia's hippest boy bands -- Pop Shuvit and Disagree -- singing and playing at a football match.   </P> <P><BR>Bee Yin Low, M&C's group account director, said that the push was created to target a wider group of consumers through a strong musical element in the campaign. "Music has a universal appeal so, whether or not you are an avid football fan, the campaign should appeal," said Low.  </P> <P><BR>The film, which also has a 40-second cut-down, is on air on cable and terrestrial channels. </P> <P><BR>The film was directed by Barney Chua of Independent Production and lyrics composed by Anton Morgan from Twoam Music Studios. </P> <P><BR>Print executions of the campaign are expected to launch in mid-May. </P> <P><BR>Meanwhile, rival Digi has also launched a series of football themed initiatives, including putting players' images on mobile recharge cards, free football downloads and sponsoring TV3's Destination Germany programme.</P>