SPNI unveils 30-day campaign for 2018 FIFA World Cup

The campaign was launched in the presence of India’s football icon and former National Football team captain, Bhaichung Bhutia.

e4m by exchange4media Staff
Updated: May 16, 2018 8:51 AM

Sony Pictures Networks India (SPN) has unveiled the ‘Meri Doosri Country’ campaign, as it gets set to enthrall viewers with the live telecast of 2018 FIFA World Cup Russia. The campaign was launched in the presence of India’s football icon and former National Football team captain, Bhaichung Bhutia.

Speaking about the growing interest and growth of football, Rajesh Kaul, President, Sports & Distribution, Sony Pictures Networks India said, “In the last five years, we have seen viewership of football growing every year and season. Be it's under-17 FIFA World Cup or fan getting exposed to FIFA World Cup or all the top matches of football around the world. The interest is growing very much and last year we have seen some 400 million viewers of football in the country. It is clearly the number two sports in the country today. SPNI has been home for FIFA four year now which started in 2014 with the broadcast of world cup. FIFA is the integral part of the strategy. We have big plans for the tournament, it's a biggest property in the world and India also.”

The FIFA World Cup is one of the few sporting events which draws in both fans and fringe-viewers to root for their favourite countries, which temporarily become their ‘Doosri Country”.

On increasing the viewer engagement, Kaul said, “Apart from the language feeds, we will not only bring live coverage, but also match experience and fan park experience to the audience. The idea is to get Russia closer to home. We will also use AR and VR technology to make the experience immersive.”

The campaign will entail a 360-degree approach, including Augmented Reality (AR) and Virtual Reality (VR) technologies. It will also be spread across TV, digital, print, and radio and will be telecast in four languages: English, Hindi, Bengali and Malayalam. The world feed in English will be on SONY TEN 2 SD & HD channels, the Hindi feed will be aired on SONY TEN 3 SD & HD channels while Bengali and Malayalam feed will be available on SONY ESPN SD channel. Adding to this, a fantastic line-up of renowned international football panelists will hone in on their knowledge and insights to enhance the viewing experience.

The broadcaster is yet to close the sponsors for the World Cup, Kaul mentioned since it is in primetime the interest level of sponsors is high for the tournament.

The #MeriDoosriCountry campaign film has been inspired by countless Indian fans who exhibit their undying passion by adopting their favourite football team once every four years during the World Cup. The film showcases snapshots of fans cheering and flaunting their support for their ‘Doosri Country’ by wearing the team jerseys, waving their team flags and even painting their faces with their team colours.

Agency - Culture Machine
Creative team - Jigar Fernandes, Rohan DSouza, Srijan Shukla, Sandesh Mangaonkar,
Jeremy John
Account management - Sapna Bangera
Production house - Radhika Produces Films
Producer - Radhika Sawhney
Director - Jigar Fernandes
DOP - Satchit Paulose
Music - Karan Kulkarni
Editor - Shahnawaz Mosani

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