SonyLIV’s integrated marketing campaign for #SCREAMLOUD hits a goal

SonyLIV celebrated India’s passion for football by launching a month-long crowdsourced music initiative - #SingForFootball - for fans to create their own anthem as an ode to the sport.

Music is a great way to express passion and emotion and keeping that in mind, SonyLIV launched this initiative to engage viewers and mobilise fans across India. Popularised across social media, #SingForFootball, received an overwhelming response from fans of the sport and singers across the country. SonyLIV received over a thousand anthem entries.

SonyLIV announced the winners last night. Rik Basu, an aspiring professional singer, was awarded the best anthem. While Raja and Ameya Naik were the runners-up. Their anthems will be aired on Football Extraaa, the wrap-around show for 2018 FIFA World Cup Russia on SonyLIV, Sony TEN 2 and Sony TEN 3. SonyLIV intends to take this initiative further by customising and making it an ongoing property for big sporting events. Similar events for big sports.

Commenting on the initiative, Abhishek Joshi – Head Marketing, Subscription and Content Licensing of Digital Business at Sony Pictures Network India (SPNI), said, “We decided to capitalise on the football frenzy and take this football fever to the next level by introducing a special crowd-sourced anthem for the game. Music brings people together and the #SingForFootball initiative was our way of getting fans more connected to the sport. We are thrilled with the success of this initiative where we received over a thousand anthems from fans and music lovers across the country.”