ZEE5’s ‘Poora India Watchega’ gets Amitabh Bachchan’s stamp of approval

'Poora India Watchega', a nationwide campaign for the FIFA World Cup 2026, is developed by agency Talented and mktgstack

by Aryendra Khan
Published: Jun 16, 2026 5:04 PM | 2 min read

ZEE5's advertisement campaign for the FIFA World Cup 2026, titled 'Poora India Watchega', has received a notable endorsement from megastar Amitabh Bachchan.
The campaign, developed by agency Talented and mktgstack, features a brand film directed by Atul Kattukara and aims to engage diverse football fans across India.
Bachchan expressed his delight with the ad's tagline on social media, highlighting its catchy and relatable language, which he found memorable.
The ad's informal tone resonated with audiences, and Bachchan noted its effectiveness in capturing attention, despite its unpolished style.

While the FIFA World Cup 2026 has been drawing eyeballs globally, it is ZEE5’s advertisement for the event that has now earned an unexpected and high-profile endorsement: from megastar Amitabh Bachchan.

ZEE5 and Unite8 Sports launched 'Poora India Watchega' as a nationwide campaign for the FIFA World Cup 2026, developed by agency Talented and mktgstack. Built around football fandom across different audience groups, the campaign is anchored by a brand film directed by Atul Kattukara and produced by First December Films.

Big B took to X to share his reaction to the ad’s tagline, expressing his delight at the language used in the campaign. "FIFA world Cup ka AD., jo chalta hai.. wah.. kya bhaasha banayi hai: POORA INDIA, WATCHEGA!!!" he wrote, his amusement palpable in the all-caps enthusiasm and a string of laughing emoticons.

T 5772 - aahaa haah haa haaaa haa haa .. ??
FIFA world Cup का AD., जो चलता है .. वाह .. क्या भाषा बनायी है :
POORA INDIA, WATCHEGA !!!

? ??
हाह हाह हाह हाह हाह !!!
— Amitabh Bachchan (@SrBachchan) June 14, 2026

The veteran actor went further in his Tumblr blog post, elaborating on just how effective the ad had been, perhaps more than its creators intended. He wrote that the campaign, running repeatedly on television to drum up viewership for the World Cup, had lodged itself firmly in his mind. "Baar baar khopdi mein chadh gaya hai: POORA INDIA WATCHEGA," he noted. It's a ringing, if involuntary, testament to the ad's recall value.

Check Out: https://tmblr.co/ZwrX5vjVFXMiie00

The line appears to have struck a chord precisely because of how un-polished it sounds. It is the kind of language that does not emerge from a brand safety brief; it sounds like something overheard at a chai stall before a match. That Bachchan, one of Hindi cinema's most articulate voices, found himself both amused and stuck with it says something about the ad's unassuming grip.

Bachchan, for his part, has a packed slate of movies ahead, with Kalki 2, Section 84, and Sarkar 4 all in various stages of production. But for now, it seems, "Poora India Watchega" is living rent-free in his head.