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Sony bets big on 2018 FIFA World Cup
MUMBAI: With the 2018 FIFA World Cup set to kick off on June 14, Sony Pictures Network India (SPNI) is gearing up for the company’s most-anticipated event of the year. Banking on the rising popularity of football in India, the formidable FIFA brand and a viral ad campaign, the sports cluster of Sony Pictures is aiming to double up its viewership this year.
While the football viewership in India on the rise, FIFA events tend to enjoy a further spike in the television rating as they draw both fans and fringe-viewers to the screens. In a bid to heighten the excitement around this edition of the World Cup, Sony has opted for a fan-centric campaign instead of a player-centric one.
“When we looked at data, we saw that there is a football audience and there is a FIFA audience, wherein the FIFA audience is far greater than football audience. People follow FIFA since we don’t have our own country’s participation it and it was a challenge to drive communication around it,” says Sony Pictures Networks senior VP of marketing and OAP of sports Kedar Teny.
Titled ‘Meri Doosri Country’, the campaign aims to encourage Indian fans to cheer for an ‘adopted’ country. The campaign idea took shape over a cup of coffee between Sony and agency Culture Machine. Sony was clear about what it wanted – a campaign that goes beyond clichés of football to make it relevant for the fans.
While Sony was part of the creative process, it did not interfere with the creative freedom of the agency.
The campaign was shot at various locations in Mumbai, Kolkata and Goa and an enormous cast of over 800+ actors. Interestingly, the last (closing) shot itself featured over 300 people.
The campaign has adopted a 360-degree approach and is spread across TV, digital, print, and radio and will be telecasted in English, Hindi, Bengali and Malayalam.
The world feed in English will be on SONY TEN 2 SD and HD channels, the Hindi feed will be aired on SONY TEN 3 SD and HD channels while Bengali and Malayalam feed will be available on SONY ESPN SD channel.
The company is aggressively advertising and marketing the tournament on television and various digital platforms. Soon after launching the first campaign, Sony has launched a series of short format content on television and digital.
Sony’s partnership with FIFA has been a successful one, claims the network. Some of their previous collaborations with the world football’s governing body include the 2014 FIFA World Cup, FIFA U-17 WC India, FIFA Confederates Cup, FIFA U-20 World Cup and FIFA Women’s World Cup.
“The association with FIFA has been good for business for Sony Pictures Networks. Our viewership numbers have exceeded our expectations in all events and we are extremely proud of our association,” highlights Sony Pictures Sports Networks president of sales and distribution Rajesh Kaul.
Sony is confident of having a successful tournament. Given the instant success of its promotional campaign, one cannot fault the management for being in a buoyant mood ahead of the showpiece event. Now, all they can hope for is an exciting tournament that will keep the fans glued to their television sets.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
