UNREAL
FANS OF
REAL
KASHMIR

BACKGROUND

Coming from Kashmir, the most-militarized region of the world, Real Kashmir FC finished 3rd in their very debut Indian Football League. Braving all odds, they were real close to winning the title when Kashmir got hit by a brutal terror attack shifting the last two matches to ‘away venues’. The team lost both, the home advantage and the crucial matches.

PROBLEM

Real Kashmir FC, being the newest football club on the block, lacks ‘away from home’ support unlike its century-old rivals.

INSIGHT

In India, die-hard football fans pledge their loyalty to only one club. But a unique social fan behavior was observed during Real Kashmir’s debut I-League. The die-hard football fans were showing significant support to RKFC other than their favorite.