Sony Pictures Networks India (SPN), broadcaster of UEFA Euro 2016, has begun the build-up with a campaign that urges viewers to shift from cricket to football.
The four-film campaign has been conceptualised by J. Walter Thompson. Two of the four films are currently on air.
One of the films is set in a cricket Test match. All the fielders are in the slip cordon, signalling an overtly attacking field. They eventually bunch together to form a wall to everyone's surprise. The film ends with a 'Time to switch' message and introduces the football tournament.
Another spot shows a bowler appealing aggressively, only to have a Red card awarded to him.
Murtuza Madraswala, AVP, marketing, Sony Sports Cluster, said, "The ‘Time to Switch’ is an all-inclusive campaign that resonates with sports aficionados and amplifies the excitement for EUFA Euro 2016. The campaign films showcase how football has transcended into the lives of people across different demographics. At the core of it, our message to the viewer is – Gear up for the biggest International football tournament of 2016 this summer on our network. The UEFA Euro 2016 along with the other marquee football properties in SPN’s existing portfolio acknowledges SPN's leadership in sports broadcasting.”