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SPN launches first campaign for FIFA WC 2018 Russia
MUMBAI: Despite losing several big ticket sporting properties to rivals in India, Sony Pictures Network (SPN) is gung-ho as it gears up to showcase the 2018 FIFA World Cup Russia. With just about a month left for the action, it has unveiled a new campaign titled ‘Meri Doosri Country’. The campaign was launched in the presence of India’s football icon and former national football team captain Bhaichung Bhutia.
Culture Machine is the brain behind it with a creative team of five members. The production house involved in the making was Radhika Produces Films. The campaign is directed by Jigar Fernandes and produced by Radhika Sawhney.
Telecast will be in four languages: English, Hindi, Bengali and Malayalam. The world feed in English will be on Sony TEN 2 SD & HD channels, the Hindi feed will be aired on Sony TEN 3 SD & HD channels while Bengali and Malayalam feed will be available on Sony ESPN SD channel. Adding to this, a fantastic line-up of renowned international football panellists will hone in on their knowledge and insights to enhance the viewing experience.
SPN India president, sports and distribution Rajesh Kaul said, “Sony Pictures Network has been associated with FIFA, one of the most prestigious sporting bodies in the world, since the last world cup in 2014. The 2018 FIFA World Cup Russia is definitely one the biggest and most exciting sporting events this year, and we are extremely proud to bring it to the football fans across the Indian subcontinent. Our campaign #MeriDoosriCountry, captures the ethos of how Indian football fans root for their favourite country as if it’s their own. With multiple language feeds and unique programming initiatives, we are committed to giving our audience a truly holistic 2018 FIFA World Cup Russia experience.”
As seen from the FIFA U-17 World Cup India 2017, football continues to grow by leaps and bounds in India and is the second most viewed sport in the country after cricket. While football viewership is already high in India, FIFA-led events tend to enjoy an increased viewership due to their enormous popularity. The FIFA World Cup is one of the few sporting events that draws in both fans and fringe-viewers to root for their favourite countries, which temporarily become their ‘Doosri Country’ (second country).
SPN senior VP marketing and OAP Kedar Teny told Indiantelevision.com, “If you look at the data, four markets that obviously consume football are English speaking markets from the North East, South and Goa. Hindi is only to bring in new viewership from Hindi speaking markets (HSM). The sports genre isn’t strong in the HSM, but the campaign is nudging you to be a part of the party.”
“We have been holding the rights for all the premium football tournaments and known as the home of football. The campaign will be on all 31 channels of SPN. The feel and look of the stadium will be done in VR to enhance the viewers’ experience,” Kaul added.
The #MeriDoosriCountry campaign film has been inspired by countless Indian fans who exhibit their undying passion by adopting their favourite football team once every four years during the World Cup. The film showcases snapshots of fans cheering and flaunting their support for their ‘Doosri Country’ by wearing the team jerseys, waving their team flags and even painting their faces with their team colours.
The master brand campaign highlights the passion and excitement with which Indian fans support their favourite teams at this mega-event. The brand campaign also explains what really happens to the football fans in India when the World Cup kicks in and how we pledge loyalty of another country. The film was shot across the country, especially in football-crazy states like Goa, Kerala and West Bengal.
The campaign will entail a 360-degree approach, including augmented reality (AR) and virtual reality (VR) technologies. It will also be spread across TV, digital, print, and radio.
Indian Football team former captain Bhaichung Bhutia said, “The 2018 FIFA World Cup Russia is one the most awaited tournaments for all of us and I am excited to show my support for the #MeriDoosriCountry campaign. The film gives Indian audience a sense of belonging to one of the most significant sporting events in the world. While I am confident that we will see our football team in the World Cup one day, Meri Doosri country will be Argentina this year.”
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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.
