Sony LIV’s ad inventory for FIFA World Cup Russia 2018 fully sold out: Uday Sodhi
Also, its campaign #ScreamLoud came seventh in YouTube Ads Leaderboard comprising the top 10 most-watched ads related to the ongoing football WC in Russia
With FIFA World Cup Russia 2018 reaching the semi-finals stage, the ad inventory of Sony LIV (SPN’s OTT service, which is streaming the tournament) is fully sold out. Uday Sodhi, EVP and Head Digital Business, SPN, says, “We are totally sold out. We are very happy with the advertising support. We got about 15-17 sponsors. Around five to seven are full sponsors.”
When the tournament was just around the corner, Sony LIV media was speculated to have earned around Rs 50-75 crore alone, as estimated by media experts. Sodhi without getting into the numbers mentioned that they are ‘close to what they expected.’
Recently added sponsors are Vodafone, Abott, Croma, Skore and Volvo. When e4m reported the story prior to FIFA WC being unveiled, around 12 sponsors had come on board on Sony LIV including Patanjali, Mondalez, Swiggy, AMFI, Carlsberg, Dell, Uber, VIP, Apple and Redbull, amongst others, out of which Uber, Carlsberg, Apple opted for customised packages (including both digital and broadcast).
Sodhi is ecstatic also on the creative front as Sony LIV’s #ScreamLoud campaign came seventh in YouTube Ads Leaderboard comprising the top 10 most-watched ads related to the 2018 FIFA World Cup Russia. #ScreamLoud echoes the passion of fans and followers of the game whose cheering often takes the form of screaming to cheer for their favourite star or country. “It’s a huge thing for us. As our tagline says ‘We Live to Entertain,’ the idea is to talk to the consumer and touch a chord close to his heart. Thanks to Publicis for executing this and communicating it to the consumer. It has been a great experience for us which has worked well.”
Publicis Ambience COO, Paritosh Srivastava says, “It’s a huge achievement considering the huge brands who advertise over there. I don’t think any brand from India ranked that high. It’s the power of idea that’s noticed by them. #ScreamLive was an effort to capture the football fan since we wanted to get closer to the consumer while watching the match and capture his/her emotion.”
Simultaneously India-England series (consisting of ODI, T20 and test matches) is underway on which Sony LIV has brought another campaign called #SchooltheEnglish by Publicis Ambience. It celebrates the passion Indians have brought to the game of cricket, which was actually invented by the English, and made it a religion. Srivastava beams with pride, “We will teach the English the game that they invented and on July 8 we had done that again. So what the campaign stood for and its premise had come alive and we have won the T20 series already. There are many more interesting legs to the campaign as it goes ahead. Sodhi also mentioned that once FIFA is over, the focus will move to the India-England series. “Both cricket and football are feeding each other. The cricket buzz has set in early. There is traction on both the properties (FIFA and cricket),” he added.
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