Sony Six has rolled out its new marketing campaign for the 2014 FIFA World Cup, called ‘Live the Magic’. The campaign, which has only unveiled a TVC so far, sees the star-studded support of John Abraham in a whole new football avatar. The commercial is visible during IPL matches. The broadcaster is eventually planning a 360-degree campaign across media, which includes TV, print, digital, OOH, and BTL activities.
The aim of the campaign is to encourage viewers to join in the party to catch the football extravaganza on Sony Six. As per a press release issued by the channel, “The inspiration of the campaign has been drawn from the global obsession of viewers assembling to catch the most anticipated international tournament in the world of football. The term ‘Live the Magic’ was coined to ignite the fervour and the passion for football fanatics, as well as to call out to non-sport enthusiast to join the party.”
This intent of the campaign emanates from the channel’s endeavour to capture sports enthusiasts and urge non-sports viewers to come together and enjoy the international football extravaganza. Further, the campaign aligns itself to the channels continued commitment of bringing in high quality sports content for viewers across the nation.
Capitalising on the football fever
Though a very popular game in India, football is followed religiously only in confined markets. Analysts believe that the sport is popular among the urban and upmarket youth. However, the sport is very religiously followed in certain markets of India such as Pune, Guwahati, Goa, Kolkata, Kerala, Bangalore, etc. The broadcaster will be willing to tap this impact oriented following of football in the best possible manner.
The recently launched Indian Super League by IMG-Reliance and All India Football Federation witnessed robust response through ownerships from corporate to celebrities. This was also applauded sturdily by football fans on social media. The League is expected to run along the lines of IPL and will commence in September 2014.
However, Sony believes that the FIFA World Cup is a different and the strongest property of football. Prasana Krishna, Business Head, Sony Six said, “From the overall viewership perspective it is the biggest property on Earth. We have to give the scale to the event in India it deserves. From our perspective, the market has already seen what we can do in Cricket. In India, it is not the biggest event, but football world cup draws number which is above any other sport and is comparable with cricket. From India the viewership of 2010 FIFA World Cup was around 65 million viewers. FIFA in India is watched by far more number of people who follow EPL or La-Liga or champion’s league, etc. In the last 4 years football has grown tremendously. Penetration of the game among urban youth is for everybody to see.”
Although the viewership of football has increased tremendously in the last five years in India, is there a surge in viewership from small towns and will Sony Six reach out to them? Krishna added, “The traditional markets of football in India continue to grow. There is a slight surge in viewership from semi urban markets as well. Whether the numbers will also be reflected from rural India, I am not very sure yet. FIFA World Cup is going to be a test case for that.”
The 2014 FIFA World Cup will kick off on 12th June 2014. The tournament will be in two stages; group stage will feature 32 nations and will be played from June 12 to June 26. The knockout stage will start from June 28 and conclude with the FIFA World Cup Final match on July 13. Most of the matches as per IST would be late in the night and in some cases even early morning (21:00 hrs to 6:00 hrs).
The broadcaster is also looking to monetize the property through sponsorships. Since the core TG of the sport would be urban males; brands aligning with the target group could jump on the bandwagon. As of now Xolo Smartphone has been announced as one of the associate sponsor in the tournament.
Rohit Gupta, President, MSM Group said, “Our core advertisers will be the ones targeting young urban males. Therefore e-commerce, sport brands, mobile handsets, lubricants, consumer durables etc will be some of the sectors we are in talks with. The amount of inventories in football is one-third of that of IPL. We would have one presenting sponsor, one powered by sponsor and 3-4 associate sponsors. The cost of associate sponsors would range between Rs 8 crore and Rs 9 crore, while the powered by and presenting sponsor will be ranging between Rs 15 crore and Rs 18 crore. We also have smaller entry level delivery packages up to Rs 4 crore”.
Gupta further mentioned that the official list of the sponsors will be communicated shortly.