Alcis Sports launches its first TVC with Lauren Gottlieb and Karan Tacker

Alcis Sports, a cutting-edge Indian performance wear brand, has launched its firsttelevision commercial, as it prepares to carve a niche for itself in the sports apparel category in the country.

The ad film starring popular TV stars Lauren Gottlieb and Karan Tacker, has been rolled out during the telecast of the ongoing FIFA U-17 World Cup, which is for the first time being hosted by India.

The company has earmarked a budget of INR 10 crore towards marketing spends during the current financial year to spread awareness about the brand across ATL, BTL and digital mediums.

The Alcis Sports film has been produced by Kickstart Entertainment and is directed by Javed Sheikh. The film’s cinematographer is Anshuman Mahaley, whose work includes big ticket projects such as Jolly LLB, Kabul Express and the recent Toilet - Ek Prem Katha, to name a few.

Alcis Sports prides itself as being unapologetically competitive in nature, and the commercial captures this brand essence through its leading stars - Lauren Gottlieb and Karan Tacker - who are pictured in a number of highly energetic and inspiring athletic sequences in a grungy suburban Mumbai warehouse. The film depicts the duo getting out of their trailer to shoot the commercial, only to realise that the setup isn’t ready yet. Not the ones to let go of the opportunity for a nice workout, they proceed to utilise this time for some intense training and fitness routines. The film ends with the two walking up to the director to enquire if the setup is ready, to which the director shoots back - ‘pack up!’ signifying the Alcis Sports mantra of ‘fitness - anytime, anywhere’.

Speaking on the thought behind the commercial, Parminder Datt, Head - Marketing, Alcis Sports says, “Alcis Sports is a challenger brand that, through its own example, wants the Indian youth to stand-up against convention. The ad film with Karan and Lauren, who have established themselves as trend-breaking role models for the Indian youth, portrays the spirit of athleticism and the concept of ‘fitness - anytime, anywhere’.”

“The FIFA U-17 World Cup is being staged in India and is indeed a huge event for sports lovers across the country. Being an ath-leisure brand, we felt that it presents a perfect opportunity for us to launch our TV commercial and create brand saliency among our primary target audience”, he adds.

The primary marketing objective of the Alcis Sports film is to build brand awareness besides providing support to retail in order to drive consumer traffic. Through the film, Alcis Sports wants to push people to break conventional norms and unleash the game within. Fitness can be anywhere, anytime - it could be the office or the parking lot, why just the gym?