iWorld
Idiotic Media’s micro-influencer blitz sells out POCO F7 on day one
MUMBAI: Idiotic Media has turned micro-influence into macro impact. Its high-octane campaign for Poco’s F7 5G smartphone has rewritten the rulebook for digital launches, enlisting 250 niche tech creators across Instagram and YouTube to craft content that clicks.
Fronted by a high-energy launch film starring Akshay Kumar, the campaign turbocharged engagement with 15.15m Instagram Reels views and a flood of gaming-focused content that spoke directly to Poco’s core audiences. From reverse-charging demos to all-day battery bragging rights, micro-creators delivered credibility that no big-budget ad could buy.
“Our focus on tech micro influencers for the Poco F7 5G campaign allowed us to craft platform-native stories that connected deeply with audiences, proving that relatability and precision drive unparalleled results,” said Idiotic Media CEO and co-founder Himanshu Singla. Adding to this, Idiotic Media co-founder Sankalp Samant said, “Micro-influencers bring authenticity that resonates deeply with today’s audiences, turning product features into relatable stories that drive real engagement.”
Expressing his excitement, Poco Smartphones brand marketing head, Varun V Nair said, “We’re thrilled to see such incredible growth and engagement in India through tech micro-influencers, thanks to our innovative strategies and passionate community.”
Gaming
India’s broadcasters say no to Fifa World Cup 2026
Fifa has slashed its asking price by 65 per cent but India’s broadcasters are still not buying
MUMBAI: The world’s biggest sporting event cannot find a single taker in the world’s most sports-mad nation. Fifa’s television rights for the 2026 World Cup remain unsold in India, and the clock is ticking loudly.
To shift the property, world football’s governing body has already swallowed hard and cut its asking price from $100m to $35m, bundling in the 2030 edition as a sweetener. It has not worked. Indian broadcasters have looked at the offer, done the sums and quietly walked away.
The reasons are brutally simple. The 2026 tournament, co-hosted by the United States, Canada and Mexico, kicks off in a time zone that turns India’s primetime into a graveyard shift. Most matches will air between midnight and 7am IST, a scheduling catastrophe for advertisers chasing mass reach. The 2022 Qatar edition was a gift by comparison, with matches dropping neatly into Indian evenings. North America offers no such luxury.
The market itself has also changed beyond recognition. The merger of Star India and Viacom18 into JioStar has gutted the competitive tension that once sent sports rights prices soaring. Where rival bidders once slugged it out, there is now a single dominant buyer, and it is in no hurry. JioStar has valued the rights at roughly $25m, a full $10m below Fifa’s already-discounted floor price. That gap has so far proved unbridgeable.
Broadcasters are also nursing a ferocious cricket hangover. Between 2022 and 2023, Indian media houses committed well over $10bn to cricket rights alone, covering IPL, ICC events and BCCI domestic fixtures combined. After a binge of that scale, appetite for a football package that delivers a fraction of the ratings, in the dead of night, is close to zero.
The economics of football broadcasting make the maths even harder. Cricket, with its natural breaks every few overs, is an advertiser’s paradise. Football offers a 15-minute halftime and precious little else. Recovering a nine-figure rights fee from a single half-hour ad window is a stretch at the best of times. These are not the best of times: the Indian government’s tightening grip on real-money gaming and gambling advertising has vaporised a category that once underwrote the economics of big sporting events.
Nor is the World Cup an anomaly. Indian Super League valuations have cratered. English Premier League rights have softened across successive cycles. The cooling of football as a broadcast commodity in India is structural, not cyclical.
With the tournament opening on 11th June, Fifa is running out of road. It may yet blink and meet JioStar at $25m. Or it may go direct, streaming the entire tournament on its own platform, Fifa+, or cutting a digital deal with YouTube, and hoping that a generation of Indian football fans finds its way there without a broadcaster to guide them.
Either way, the beautiful game’s Indian chapter is looking decidedly ugly.
