What do Prithviraj Sukumaran, Basil Joseph, Sanju Samson, and Shashi Tharoor have in common? Apart from being the pride of every Malayali, they’re now rivals — at least on screen. In the latest campaign by Super League Kerala, the state’s brightest stars line up for different teams, trading not just passes but punchlines. It’s not every day that cinema, cricket, and politics share a football field or that a politician indulges in playful banter with polysyllables and popularity. To decode this clever collision of sport, wit, and Kerala pride, IMPACT caught up with Mathew Joseph, Director & CEO of Super League Kerala.
Q] Why did you pick Shashi Tharoor, a politician to be part of your campaign for Super League Kerala?
Dr. Shashi Tharoor is not just a politician; he is a Patron of Thiruvananthapuram Kombans FC and an M.P. from Thiruvananthapuram. He was chosen to be part of the Super League Kerala campaign because of his unique blend of wit, cultural resonance, and celebrity status. His presence helped the league bridge sport with regional pride and humour, making the campaign not just about football but about our identity. He is a unique star who appeals to the masses while reaching out to the world.
Q] Were there any apprehensions about casting a politician in the ad? What kind of response have you seen for it? Have you received positive feedback even from those not from Congress?
Casting a politician, especially someone as prominent and vocal as Dr. Shashi Tharoor can carry a perception of a bias, and we were mindful of that. But we didn’t cast him as a politician, we cast him as a public intellectual and cultural figure with a strong connection to language, communication, and identity which aligned perfectly with the core message of the campaign. His persona brought a unique mix of gravitas and wit that very few public figures could match.
The response has been overwhelmingly positive. People have found it refreshing and engaging both for its creative approach and for the choice of featuring someone like Tharoor outside the typical political context. It sparked conversation, which was exactly the goal. On social media especially, we saw strong engagement from younger audiences. Even my 10-year-old son, Ryan, is trying to mimic Dr, Tharoor and has become a great fan of his.
Feedback has also come in from across the political spectrum including people who don’t necessarily align with a party. The campaign wasn’t about promoting a political ideology, it was about storytelling, expression, and a bit of cultural commentary. In fact, several responses highlighted how the ad succeeded in rising above politics, which is rare and valuable in today's climate.
Q] What makes Shashi Tharoor an appealing face for shows, brands, or cultural projects today? Is it his intellect, social media presence, or the novelty of seeing a politician in mainstream content?
Dr. Shashi Tharoor brings a rare blend of intellect, charisma, and cultural fluency that makes him incredibly compelling in spaces beyond traditional politics. His reputation as an erudite global citizen, witty commentator, and skilled communicator makes him a compelling face who brings substance and spectacle to any platform:
Q] Would you say Tharoor represents a new type of influencer or brand face, and do you think brands will increasingly look for this combination of credibility and wit?
Brands are increasingly looking to credible public figures who bring authenticity to their endorsements, alongside the entertainment value of wit or charm, this allows brands to foster emotional connections, increase recall, and create meaningful, memorable campaigns like ours.
Q] Which audience groups connect the most with this mix of intellect and humour that Tharoor brings... And has Mr Tharoor helped the ad transcend the borders of Kerala?
Tharoor’s involvement has significantly helped Super League Kerala extend its brand far beyond the state’s borders. His national and global following, expert communication skills, and witty approach has attracted attention throughout India and among international fans as well, propelling regional campaigns like Super League Kerala into wider conversations.
Q] Getting Shashi Tharoor, Sanju Samson, and Basil Joseph on the same pitch feels like a crossover no one saw coming. How did this dream team come together, and what did you want it to convey?
Bringing together Dr. Shashi Tharoor, Sanju Samson, and Basil Joseph wasn’t just inspired casting, it was a statement. This campaign set a new benchmark in advertising excellence and broke long-held stereotypes in sports marketing. Their chemistry transformed a simple promo into both a sporting and cultural moment. And this is just one part of a 12-episode series featuring Kerala’s most iconic stars and team co-owners like Prithviraj Sukumaran, Asif Ali, and Kunchacko Boban, making Super League Kerala not just a sports league, but a true celebration of Kerala’s footballing spirit.
.jpg)
