Mumbai, Maharashtra, India
With 30 days to go for the biggest sporting extravaganza, the Sports cluster of 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.
As seen from FIFA U-17 World Cup India 2017, football continues to grow by leaps and bounds in India and is the second most viewed sport in the country after cricket. While football viewership is already high in India, FIFA led events tend to enjoy an increased viewership due to their enormous popularity. The FIFA World Cup is one of the few sporting events that draw in both fans and fringe-viewers to root for their favourite countries, which temporarily become their ‘Doosri Country’.
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.
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.