MUMBAI: BBH India has rolled out an ad campaign for Airtel?s initiative ?Rising Stars?.

Rising Stars is a football talent hunt across India, Sri Lanka and Bangladesh to find the best young football players in South Asia. The winners will be sent by Airtel on an all-expense paid seven-day training schedule to the Manchester United Soccer School in the UK. It will be a 3-month long programme held across eight cities in India with two preliminary rounds of selection. The players who then make it to the final round will be judged by scouts from Manchester United.

This association with Man U will help Airtel cut across a whole new set of young people on a topic that?s extremely close to their hearts - football, the company said.

The program is targeted at children in the age-group of 14-16 years. To create buzz amongst the TG Airtel has created a special Facebook page. Aspirants can register on the site and check out training videos, download pictures, play games and become part of the Airtel Rising Stars fan club.

The comprehensive communication campaign is conceptualised by BBH India. The central idea of the campaign is "If you are the best football talent in South Asia, Airtel will give you a chance to learn to play the United way."

The agency has also launched TVCs as well as the shorter films that have been shot by Ram Madhvani of Equinox Films. The launch TVC aims to create "excitement" among the TG and showcase the "largeness" of this initiative. The short films are stories that will be used to keep the buzz alive and get more kids to register for Airtel Rising Stars.

The communication will also be rolled out in print, outdoor and few other mediums to support the TVC.

The media agency working on the account is Madison.