How Different Media Being Used

ESS' strategy hasn't overlooked using other media to further its aim of Duniya Goal Hai in India.

ESPN Software India VP sales & marketing Sricharan Iyengar

As part of this game plan, cable operators and MSOs or trade affiliates are being made aware of the importance of the World Cup.

Pointing out that exclusive events are opportunities to monetize them, Iyengar says, "The fundamental reason for doing initiatives with cable operators in various parts of the country is to create awareness in general about football and Fifa in particular. Football in terms of business and viewership is massive in states like West Bengal, Kerala and Goa."

Television: This will be the primary medium to reach the wide geographical spread of Indian audience. Spots will air on two leading national channels along with a large mix of regional channels. Innovative promotional activities with these channels are being looked at thus increasing the noise and exposure levels manifold.

ESS is also negotiating with news channels to offer them footage from the event. Dayani admits that ESS has tied up for the Kolkata region with the newly-launched 24 Ghanta news channel for promotion of WC whereby the news channel will have access to news footage at no extra cost, but will help in ESS' in branding activities.

Radio: FM radio will be the target vehicle. It is learnt that Radio Mirchi will be the preferred partner for the Fifa event.

Print: To increase awareness and build on the tactical requirements, regional press has been roped in. Unique means like customised editorials have been started as a build up to the Cup so as to increase audience's knowledge and interest in the event.

Cinema Halls: Sharma notes that cinema as a medium occupies a pride of place in urban India and is being used as a hype creation mechanism in addition to its value as a communication vehicle.

Cinema halls across the metros in the country are being painted in Fifa WC colours a month prior to the event by highlighting the most entertaining aspects of the event

Bollywood: Not leaving any stone unturned, ESS would be roping in Bollywood actors to promote the World Cup.