SonyLIV bets big on cricket, unveils campaign to assert supremacy
As team India readies for a face-off against the West Indies, the Sri Lankans and the South Africans over the next few months, cricket fans are in for a huge treat of nonstop cricketing action. Sony Pictures Networks India’s (SPN) digital platform – SonyLIV – is all geared to be the online destination which cricket lovers can log onto for catching most of the Indian cricketing action this year.
With an aim to dominate online sports viewership, SonyLIV brings its sports campaign out to bat. ‘Jahaan Fan Dikhe Bol Do’ celebrates the inherent diversity of Indian cricket fans and implores them to spread the word about Indian cricket arriving in a grand way on SonyLIV.
Uday Sodhi, EVP and Head – Digital Business, SonyLIV, commented, “By making India’s international cricket tour available to SonyLIV audiences, we intend to reinforce our credentials as the online destination for fans to enjoy an ultimate cricketing experience. ‘Jahaan Fan Dikhe Bol Do’ fuels the passion that rages within each fan while celebrating this sport. The campaign urges cricket fans to spread the cheer and unite in the rallying cry of superior sporting action.”
The campaign adopts a 360-degree approach, commencing with a TVC, which encourages fans to pass on their infectious enthusiasm for cricket to every other fan they encounter and celebrate the sport on SonyLIV. The film, made by Publicis – Ambience, opens on a night-time security guard who is intermittently watching a cricket match on a small screen, kept next to a CCTV. The film layers a poetic narrative to shots of different people emotionally bonding with cricket. It showcases the magnitude and length to which cricket fanatics in India go to watch matches and keep track of scores.
The campaign stems from the simple fact that fans celebrate by spreading the joy among dear ones. From lunch and chai breaks to social media timelines, fans pour over detail, analyze every game and share their thoughts with anyone willing to listen. Sometimes, as in the case with the truest of cricket fanatics, even with strangers, turning them too into fellow fanatics as they cheer alongside with them for their heroes.
Paritosh Srivastava, COO, Publicis Communications, said, “Indian cricket being available on SonyLIV is a huge opportunity for us to leverage to attract fans to our platform. The tougher part of this campaign was to come up with an idea on cricket that is fresh and unseen. We believe that ‘Jahaan Fan Dikhe Bol Do’ captures the true spirit of the Indian fan and does justice to the fervour of cricket is on our country.”