Viacom18: The world's biggest football party ever

JioCinema, an OTT platform, launched its campaign with a complete takeover of prominent sites on the internet to convert 143 million casual viewers in India and gain an audience of 110 million during the FIFA World Cup.

Campaign details

Brand: Viacom18 Media Private LimitedAgency: GroupMRegion: APAC

Strategy

Objective

Objective: The objective of the campaign was to convert 143 million casual viewers and get 110 MN audiences on JioCinema during the FIFA World Cup.

Target Audience

Context: India is largely a single TV household. FIFA was coming back after 4 years and most of the matches were coinciding with the prime time on TV. In such a scenario, digital would inevitably be the preferred choice to consume FIFA World Cup. We had to ensure we reached out to the right audience, on the...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands