The document discusses the Hero Indian Super League, the first high-quality domestic soccer league in India. It involves 8 franchise teams and international and national soccer players. The league is a partnership between IMG-Reliance and AIFF with Star Sports providing coverage. The objective is to increase awareness of soccer in India through social media engagement and conversations with soccer fans. A sample target persona is provided and the proposed social media strategy involves activities on Facebook, Twitter, YouTube and blogs to inform, engage and entertain soccer fans. Effectiveness will be measured using various analytics and insights tools.