MAM
LALIGA presents M.O.O.D, a system for monitoring hate on social media
Mumbai: Today, LALIGA presented M.O.O.D (Monitor para la Observación del Odio en el Deporte – Monitor for the Observation of Hate in Sport), an independent tool for tracking the conversation about sport in Spain on social media. Together with Séntesis and GroupM, this new project is part of LALIGA VS Racism and is a further step towards detecting and eradicating discrimination in football and society.
M.O.O.D. provides a weekly report that audits the level of hate and racism that takes place on social media and is related to LALIGA. It’s an external tool that monitors all the platforms and displays the metrics recorded on each day. The system will generate a rating on a scale of 0 to 10, with 0 representing the lowest level of detected hate, while also indicating the number of participants and the number of messages or conversations involved in these interactions.
LALIGA executive director Óscar Mayo stressed: “We at LALIGA are committed to measuring hate speech related to sport on social media. It’s another step in our fight to end racism, as we need to know exactly what is being said so we can take action and help tackle hatred both inside and outside of football”.
Séntisis Intelligence technology analyses language using a semantic engine with more than 50,000 linguistic rules and Artificial Intelligence algorithms, allowing messages to be identified and classified by context and language use. In studying the discourse on social media various criteria are utilised, such as the emotions of users, the different themes within hate speech such as racism, harassment or xenophobia, the volume of mentions recorded and their virality. It also performs a comparative analysis against the second half of the previous season and offers a dynamic dashboard with segregated and accumulated data, broken down by matchday, team, match, region, players and fans, as well as other metrics.
For the M.O.O.D project, “Séntisis served first as a mirror for the conversation about our sport, but more importantly as a detector of social trends and a catalyst for change,” said Borja González de Mendoza, CEO of the company. “We see M.O.O.D. as an outstanding example of the power of data analysis, as well as being able to listen and identify the social movements that are sweeping over us. All parties involved in the project believe that data has the power to be a catalyst for a message that impacts and influences habits and behaviour. The data is at the core of this message”. Each day, M.O.O.D. will record all the hate comments detected and produce an in-depth analysis based on real-time data from the competition, with the aim of analysing trends over the course of the season.
LALIGA’s social media channels will also feature this weekly analysis in short videos for all fans to see. One of the aims of this project is to raise societal awareness through the collection of racist and discriminatory comments. The LALIGA team dedicated to this project comprises a diverse, multidisciplinary group, including experts in branding, marketing, communication, and more. They will meticulously assess each situation on a case-by-case basis and decide on the necessary actions.
GroupM CSO Ícaro Moyano said, “A project like M.O.O.D is an excellent opportunity to give added depth to LALIGA’s mission and to prove the importance of sport as a driver for social transformation in our country. Few phenomena have the mobilising power of football, and while M.O.O.D will show us uncomfortable and even intolerable voices, we will also observe, detect and support the discourse that will help us achieve a more inclusive and egalitarian society”. Moyano believes that “society expects brands to take a role within it, to take sides and make decisions to advance rights in the country. With M.O.O.D., LALIGA continues on this path of engagement with its audience”.
Brands
Thermocool rolls out Navratri campaign on trains and stations
Nine day digital push blends devotion and storytelling for travellers
NEW DELHI: Thermocool Home Appliances has launched a high-visibility digital campaign during Navratri, turning railway stations and trains into storytelling spaces that blend culture with brand engagement.
The nine-day campaign spans key high-footfall locations including Katra, Anand Vihar, Gorakhpur, Prayagraj and Moradabad, along with the Vande Bharat Express on the Delhi-Katra route. Travellers encounter the campaign across station screens, concourses and onboard infotainment systems, making it hard to miss.
What sets the initiative apart is its narrative approach. Each day of Navratri is dedicated to one of the nine forms of Goddess Durga, with digital content explaining the significance and stories behind each day. The result is a campaign that does more than advertise, it informs and engages passengers in the middle of their journeys.
For director of sales and marketing Tanuj Gupta, the idea was to go beyond visibility. He noted that while Navratri is widely celebrated, awareness of its deeper meaning is often limited, and the campaign aims to bridge that gap in a simple and accessible way.
By tapping into high-traffic transit spaces, Thermocool is placing its message where audiences naturally gather, from busy platforms to train compartments. The repeated exposure across these touchpoints is designed to build familiarity while creating a more meaningful connection with consumers.
In a season marked by devotion and festivity, the campaign finds a clever middle ground. It turns everyday travel into a cultural moment, where storytelling travels alongside the passenger.
