Special Report
Fifa World Cup: ESS’ Goal That All Ride It
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It was around January that the team at ESPN Software India, led by managing director RC Venkateish, decided to evolve a game plan encompassing marketing, promotion and programming for the biggest spectacle in the world aka the soccer World Cup. Somewhere in the subconscious was also the fact that the Fifa event needed to be put up on a scale in India that would neutralise the lack of Indian cricket (considered the biggest sporting draw in the India sub-continent) on ESPN and Star Sports, which are managed in Asia by a joint venture company ESPN Star Sports. |
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A successfully implemented soccer strategy would not only get in distribution gains, but would also partially offset (notional) revenue losses for lack of Indian cricket for which ESS has made a lunge twice without success till now. Considering ESPN’s parent Disney, according to international media reports, had forked out a whopping $100 million for the English-language rights to broadcast the World Cup across ABC and ESPN, it was worth giving their all, Team Venky probably must have thought. From here germinated the idea to have an integrated marketing, programming and promotional strategy for the Fifa show that culminated almost four months later into Duniya Goal Hai (loosely meaning the world would be watching soccer) — the punch line for ESS’ football campaign that is now being ramped up big time as D-Day for the opening event of the globe’s biggest sporting spectacle draws ever nearer. Of course, there were dollops of creative inputs from JWT, the agency for ESS in India. |
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“Soccer is getting much bigger in India than it was in 2002, the last World Cup (that was shown on Ten Sports in India). Over 55 million people have watched the European League this season,” a bullish Venkateish says. After all, the matches of the Fifa World Cup, holding centre stage from 9 June to 9 July, have convenient timings with some starting at 6:30 pm IST just ahead of prime time viewing and when people would be trooping back from office. About 75 million Indians sampled the telecast of World Cup 2002 on Ten Sports and DD with a cumulative audience reach of 30.2 million in India. For the last World Cup, which marked the debut of Ten Sports in India, despite its limited spread in terms of distribution, the channel had ratings of over 50 per cent in places like Kolkata for the final.
On the other hand, ESPN, which aired an India-Sri Lanka cricket ODI on the day the final match of 2002 WC was played, could muster ratings of just 14-15 per cent. The Euro 2004 continued the growth and had a cumulative audience reach of 32.3 million viewers in. This interest in soccer in India now touches even EPL that had a reach of 42.8 million for the season till date, according to ESPN. “This means that nearly one in every two individuals in cable homes across India has sampled the EPL,” Venkateish points out, adding that ESS hopes to further heighten this popularity through Fifa World Cup matches and other related programming. No wonder, concurring with Venkateish is ESPN India’s vice-president (sales and marketing) and distribution head Sricharan Iyengar, “For us the Fifa is the biggest event that any channel could have this year. It’s bigger than Indian cricket also.” What has made it challenging for ESS is that Indians don’t have any direct stake in the World Cup as India is still far far away from playing in the soccer fiesta. Any strategy for India would have to keep this in mind so as to make available the matches in such a manner that it involves Indians and entertains them too. Says ESPN India associate director marketing Paras Sharma, “As sports broadcast leaders, the challenge was to present the World Cup to Indians in a different way. The marketing strategy has been built up keeping that in mind.”
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Comedy
Hamara Vinayak takes faith online as God joins the digital revolution
MUMBAI: Some friendships are made in heaven; others are coded in Mumbai. Hamara Vinayak, the first-ever digital original from Siddharth Kumar Tewary’s Swastik Stories, turns the divine into the delightful, serving up a story that’s equal parts start-up hustle and spiritual hustle.
Some tech start-ups chase unicorns. This one already has a god on board. Hamara Vinayak takes the leap from temple bells to notification pings and it does so with heart, humour and a healthy dose of the divine.
At its core, the show asks a simple but audacious question: what if God wasn’t up there, but right beside you, maybe even debugging your life over a cup of chai?
The show’s tagline, “God isn’t distant… He’s your closest friend” perfectly captures its quirky soul. Across its first two episodes, screened exclusively for media in Mumbai, the series proves that enlightenment can come with a good punchline.
The series follows a group of ambitious young entrepreneurs running a Mumbai-based tech start-up that lets people around the world book exclusive virtual poojas at India’s most revered shrines. But as their app grows, so do their ethical grey zones. Into this chaos walks Vinayak, played with soulful serenity and sly wit by the charming Namit Das, a young man whose calm smile hides something celestial.
He’s got the peaceful look of a saint but the wit of someone who could out-think your favourite stand-up comic. Around him spins a crew of dream-driven youngsters – Luv Vispute, Arnav Bhasin, Vaidehi Nair and Saloni Daini who run a Mumbai-based tech start-up offering devotees across the world the chance to book “exclusive” poojas at India’s most sacred shrines. It’s a business plan that blends belief and broadband – and, as the story unfolds, also tests the moral compass of its ambitious founders.
“The first time I read the script, I found the character very pretty,” Namit joked at the post-screening interaction. “It’s a beautiful thought that God isn’t distant, he’s your closest friend. And playing Vinayak, you feel that calm but also his cleverness. He’s the friend who makes you think.”
The reactions to the series ranged from smiles to sighs of wonder. Viewers were charmed by the show’s sincerity and sparkle, a quality that stems from its creator’s belief that faith can be funny without being frivolous.
Among the cast, Luv Vispute shines brightest, his comic timing adding sparkle to the show’s more reflective beats. But what keeps Hamara Vinayak engaging is the easy rhythm of its writing – one moment touching, the next teasing, always gently reminding us that spirituality doesn’t have to be solemn.
Luv spoke fondly of his long association with Swastik. “Since my first show was with Swastik, this feels like home,” he said. “Every project with them is positive, feel-good, and this one just had such a different vibe. I truly feel blessed.”
Saloni Daini, who brings infectious warmth to her role, added that she signed up the moment she heard the show was about “Bappa.”
“We shot during the Ganpati festival,” she recalled. “The energy on set was incredible festive, faithful, and full of laughter. It’s such a relatable story for our generation: chaos, friendship, love, kindness, and faith all mixed together.”
Vaidehi Nair and Arnav Bhasin complete the ensemble, each representing different shades of ambition and morality in the start-up’s journey. Their camaraderie is easy and believable, a testament to how much the cast connected off-screen as well.
This clever fusion of mythology and modernity plays to India’s two enduring loves, entertainment and faith. Mythology has long been the comfort zone of Indian storytellers, from the televised epics of the 1980s to the glossy remakes that still command prime-time TRPs. For decades, gods have been our most bankable heroes. But Hamara Vinayak tweaks the formula not by preaching, but by laughing with its characters, and sometimes, at their confusion about where divinity ends and data begins.
Creator Siddharth Kumar Tewary, long hailed as Indian television’s myth-maker for shows like Mahabharat, Radha Krishn and Porus, explained the show’s intent with characteristic clarity, “This is our first story where we are talking directly to the audience, not through a platform,” he said. “We wanted to connect young people with our culture to say that God isn’t someone you only worship; He’s your friend, walking beside you, even when you take the wrong path. The story may be simple, but the thought is big.”
That blend of philosophy and playfulness runs through the show. “We had to keep asking ourselves why we’re doing this,” Tewary added. “It’s tricky to make something positive and spiritual for the OTT audience, they’ve changed, they want nuance, not sermons. But when the purpose is clear, everything else aligns.”
For the creator of some of Indian TV’s most lavish spectacles, Hamara Vinayak marks a refreshing tonal shift. Here, Tewary trades celestial kingdoms for co-working spaces and cosmic battles for office banter. Yet his signature remains: an eye for allegory, a love for faith-infused storytelling, and an understanding that belief is most powerful when it feels personal.
Hamara Vinayak, after all, feels less like a sermon and more like a conversation over chai about what success means, what faith costs, and why even the gods might be rooting for a start-up’s Series A round.
As Namit Das reflected during the Q&A, “Life gives us many magical, divine moments we just forget to notice them. Sometimes even through a phone screen, you see something that redirects you. That’s a Vinayak moment.”
The series also mirrors a larger cultural pivot. As audiences migrate from television to OTT, myth-inspired tales are finding new form and flexibility online. The digital screen lets creators like Tewary reinvent the genre, giving ancient ideas a modern interface, without losing the emotional charge that’s made mythology India’s storytelling backbone for decades.
In a country where faith trends faster than any hashtag, Hamara Vinayak feels both familiar and refreshingly new, a comedy that’s blessed with heart, humour and just enough philosophy to keep the binge holy.
For a country where mythology remains the oldest streaming service, Tewary’s move from TV to OTT feels both natural and necessary. Indian storytellers have always turned to gods for drama, guidance and TRPs from Ramayan and Mahabharat on Doordarshan to glossy mytho-dramas on prime time. But digital platforms allow creators to remix reverence with realism, and in Hamara Vinayak, faith gets an interface upgrade.
The result is a show that feels like a warm chat with destiny, part comedy, part contemplation. And in an age of cynicism, that’s no small miracle.
As Tewary put it, smiling at his cast, “The message had to be positive. We just wanted to remind people that even in chaos, God hasn’t unfriended you.”
With 5 episodes planned, Hamara Vinayak promises to keep walking that fine line between laughter and light. It’s mythology with memes, devotion with dialogue, and a digital-age reminder that even the cloud has a silver lining or perhaps, a divine one.
If the first two episodes are any sign, the show doesn’t just bridge heaven and earth, it gives both a Wi-Fi connection.



The idea is in Hinglish. Translated in English it means that ‘World is round’ wherein ‘goal’ in punned in Hindi to round and the soccer goal. This central thought would be taken forward in all marketing and communication activities.

Born To Play, airing Mondays to Fridays till early May, was a series on some of the best soccer stars the world has witnessed. The 13-episode series brought alive the magical moments from World Cup performances of Pele, Maradona, Baggio, Platini, Beckenbauer and others.

With an eye on distribution gains, ESS feels that de-activated networks or those that had replaced ESPN and Star Sports with more in-demand channels in the area of their operations due to lack of adequate bandwidth would return within the ESS fold.
“That’ll be a key challenge. The Fifa fever needs to rub off on events like PPL, Spanish League and other football properties and those we think would drive viewership and our subscription revenue,” Iyengar says.







