Sony builds buzz before World Cup, asks fans to get patriotic again for 'second country'

A month ahead of the FIFA World Cup, broadcaster Sony Pictures Networks has rolled out its campaign for the tournament.

 

Conceptualised by Culture Machine, the campaign titled '#MeriDoosriCountry' consists of a film which shows Indians wearing jerseys of teams appearing in the World Cup. The fans celebrate and mourn together depending on their team's performance.  

 

Rajesh Kaul, president - sports and distribution, Sony Pictures Networks India, said, "Sony Pictures Network has been associated with FIFA, one of the most prestigious sporting bodies in the world, since the last world cup in 2014. The 2018 FIFA World Cup Russia is definitely one the biggest and most exciting sporting events this year, and we are extremely proud to bring it to the football fans across the Indian subcontinent. Our campaign #MeriDoosriCountry, captures the ethos of how Indian football fans root for their favourite country as if it’s their own. With multiple language feeds and unique programming initiatives, we are committed to giving our audience a truly holistic 2018 FIFA World Cup Russia experience.”

 

Along with this film, three more TVCs will be released in the build-up to the tournament. The campaign also consists of digital, print and radio. 

 

Sony Pictures Networks will be broadcasting the tournament in four languages - English, Hindi, Bengali and Malayalam. The world feed in English will be on Sony Ten 2 SD and HD. The Hindi feed will be aired on Sony Ten 3 SD and HD channels while Bengali and Malayalam feed will be available on Sony ESPN SD. 

 

Credits:

 

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