Sony Sports brings back #SonaManaHai for Uefa Champions League
As the Uefa Champions League enters into the knockout stages, there is much hype and anticipation around the event. And to ride high on that wave, Sony Sports and Scarecrow have created an endearing story revolving around a father-son relationship, and how football is a common love that brings them together.
The film starts with a father watching a UCL game late into the night, when he catches his son sneakily trying to watch the game behind his back. What follows in a lighthearted banter between the two of them, ending with the dad asking his son to join him on the couch.
Last year, the campaign thought of #SonaManaHai was firmly cemented with Gopal Datt falling a victim to public shaming because he had slept off during a Champions League game.
The new film is being played across on all the Sony network channels and is expected to get the fans of the game to stay up and watch the greatest club football tournament in the world.
Commenting on the campaign, this is what Neville Bastawalla, Head, Marketing & On-Air Promotions, Sports Channels, Sony Pictures Networks India, had to say, "We have launched this beautiful campaign that captures the camaraderie of the father and son and their common love of football. UEFA Champions League is the biggest club tournament in the world and the only place where you can see Ronaldo and Messi play against each other. We have been steadily working towards changing the behavior of people towards sports and attracting new viewers. This campaign raises the awareness of UEFA Champions League and massifying its appeal across demographics."
Raghu Bhat, Founder Director, Scarecrow M&C Saatchi, added, "Our first UEFA Champions League campaign launched the creative idea of Sona Mana Hai. Since it received good traction, we are taking it forward through a relatable father-son situation that strikes all the right notes in the emotional graph, from 'defiance' to 'conflict' to 'resolution'. This film was all about crafting the moments and the actors, aided by the director have done a fabulous job."
Client: Sony Pictures Sports Network
Agency: Scarecrow M&C Saatchi
Client Team: Neville Bastawalla, Mayank Dayal, Sharan Karnani
Creative Team: Raghu Bhat, Manish Bhatt, Vaishakh Jhunjhunwala, Abhishek Jadhav, Sanjay Siby Thomas, Mrittika Chaki, Bhavin Chaudhari
Account Management Team: Mangesh Mulajkar, Wayne Oliver, Monil Shah
Production House: Light Bulb Motion Pictures
Director: Pinaki Bose
Producer: Pagarav Patel