Sony Pictures Networks: Meri Doosri Country

Sony Pictures Networks (SPN), a TV network, convinced 250 million Indians to watch the FIFA World Cup despite India not featuring in it.

Campaign details

Agency: MSL IndiaBrand: Sony Pictures Networks

Challenges

Football has emerged as the second most popular sport in India with more youngsters looking up to the game & pursuing it seriously. India is known as a cricket-obsessed nation with all other sports, a distant second, but football has been making strides and consistently growing in terms of viewership.

Major Roadblocks

  • While conversations around football have increased in the last decade, cricket is still considered a religion in India.
  • The emerging multi-sport viewing culture is in a transformative stage in both popularities along with audience knowledge and...

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