EXCLUSIVE: Simple Energy's General Manager on ISL partnership, vision for Indian football & more

Simple Energy is in collaboration with 4 ISL clubs

Amid the current situation around Indian Football, Simple Energy has taken a significant step by partnering with multiple Indian Super League (ISL) clubs, marking their presence in the country’s top-tier league.

At the centre of this collaboration is Ms Smitha Rao, the general manager – PR, marketing and branding at the Bengaluru-based EV startup. With over eight years of experience in marketing and communication, she has been a key player in this initiative.

Khel Now had the opportunity to speak with Ms Smitha Rao, where she talked about Simple Energy’s association with ISL clubs like FC Goa, Bengaluru FC, Chennaiyin FC and Kerala Blasters FC, discussing the vision and idea behind this collaboration and the road that lies ahead.

Why was ISL the right platform at this stage?

When asked about choosing the ISL as the platform, she explained that the decision was driven by a desire to support Indian football at a crucial moment and contribute meaningfully to the ecosystem.

“Indian football is at an inflection point. When the ecosystem was facing uncertainty, we saw an opportunity to stand for something bigger than visibility. Partnering with four ISL clubs simultaneously was a deliberate choice to support Indian football when it needed belief the most and do so at scale. For us, mobility is not just about movement, but about sustained momentum. Supporting multiple clubs allowed us to back the ecosystem meaningfully rather than selectively. The intent was to demonstrate long-term commitment to the sport and its communities, beyond short-term visibility.”

What was the thought process behind partnering with these four clubs?

The brand’s strategy is rooted in tapping into strong regional identities and loyal fanbases of Bengaluru FC, Chennaiyin FC, Kerala Blasters and FC Goa to build deeper emotional connections.

“The ISL reflects passion, resilience, and regional identity particularly in the southern parts of India. These clubs are cultural institutions within their regions with deeply engaged fanbases. Partnering with them allows us to build genuine emotional loyalty and connect authentically with communities rather than approach the association superficially.”

Is this the beginning of a long-term association with Indian football?

On the long-term vision, she mentioned that the partnership goes beyond a short-term campaign and aligns with the brand’s philosophy of sustained growth.

“We view this as a long-term partnership rather than a one-season or single-campaign association, with the current commitment set for one year. Football embodies ambition and forward momentum, values that align well with our brand philosophy. Most importantly, our intent is to support ecosystems that are building something meaningful over time. “

How important is digital storytelling in this collaboration?

Discussing digital campaigns, she emphasised the role of storytelling in connecting with fans in an authentic and culturally relevant way.

“Storytelling is central to how we approach this partnership. Campaigns like ‘Namma Bengaluru’ are examples of how we celebrate regional pride and fan identity rather than push brand messaging to make everyday football moments special. Our focus is on creating content that feels native to the community rather than overt brand messaging. That’s how we go beyond short‑term engagement and build long‑term affinity.”

“We are launching two original digital IPs this month in collaboration with FC Goa and Bengaluru FC. These IPs are designed to go beyond the game and focus on culture, emotion, people, and the human side of football. This allows us to build narratives that go beyond match results. This is just the beginning of how we intend to work with clubs and players.”

How crucial is fan culture for a brand entering football?

Fan engagement remains at the core of the partnership, with efforts focused on enhancing supporter experiences and building meaningful interactions.

“Fan culture is central to football. Football fans are participants in the story of the club or a brand entering this space and it is important for a brand to respect that relationship and add value to it. It is important for brands to understand that these fans live and breathe football, hence the aim is beyond creating awareness, it is elevating the experiences of the fans and becoming a part of their journey. That makes it important for any brand to show up with respect and relevance.”

“We are hosting in-store fan interactions and meet-and-greets with club players to bring supporters closer to the teams they follow. In markets like Goa and Kerala, match-day activations and ‘Simple Experience Zones’ are being used to create on-ground touchpoints where fans can interact with the brand during the season.”

How important is connecting with local football cultures?

Addressing regional engagement, she pointed out that building trust at a grassroots level is key to long-term brand presence.

“Connecting with local football cultures is extremely important, especially since each ISL club carries a strong regional identity and passionate community following. Our approach is not centred on driving immediate EV adoption, but on building familiarity and trust in markets that are often overlooked. Football already has deep cultural roots in Tier 2 and Tier 3 cities, and by embedding ourselves within these local ecosystems, we can engage with audiences in a way that feels organic and locally relevant. As infrastructure and awareness around EVs continue to grow, we want Simple to already be recognised as a known and trusted brand, rather than a new entrant trying to establish credibility later. “

“It allows Simple Energy to become part of regional conversations, not just a logo associated with a national league. That local relevance is what ultimately builds trust.”

What role can Simple Energy play in the evolving ISL ecosystem?

On the broader impact, she highlighted the brand’s intent to contribute beyond sponsorship and support the league’s growth in fan engagement and sustainability.

“We see clubs and the league globally placing greater emphasis on community engagement and fan experiences as part of their long-term growth. We are beginning to see similar momentum in India as well. As the ISL ecosystem evolves, clubs are placing greater emphasis on fan engagement, digital storytelling, and community-driven initiatives that extend beyond matchdays. These efforts are important because football in India is deeply rooted in regional identity and fan culture.”

“For us, the role is to support that shift by adding value beyond sponsorship. Through this partnership, we are supporting club operations and fan engagement initiatives, including in-store fan interactions, meet-and-greets with club players, and ‘Simple Experience Zones’ at stadiums, while also introducing electric mobility into the overall matchday environment.”

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