SPN makes a smooth switchover from cricket to football for UEFA EURO

Sony Pictures Networks India (SPN), the official broadcasters of UEFA EURO 2016, has launched an innovative campaign urging sports fans to shift focus to football since its ‘Time to switch’.

Conceptualised by J. Walter Thompson, the ‘Time to Switch’ campaign strikes a chord and echoes the sentiments of football fans. ‘Time to Switch’ has a universal appeal and presents elements of football in daily occurrences. The campaign inspires the millions of the country to embrace another iconic event fuelled by the call to action to switch from whichever sport they are watching to football.

Commenting on the campaign, Murtuza Madraswala, Assistant Vice-President, Marketing, Sony Sports Cluster, said, “‘Time to Switch’ is an all-inclusive campaign that resonates with sports aficionados and amplifies the excitement for EUFA EURO 2016. The campaign films showcase how football has transcended into the lives of people across different demographics. At the core of it, our message to the viewer is – Gear up for the biggest international football tournament of 2016 this summer on our network. The UEFA EURO 2016, along with the other marquee football properties in SPN’s existing portfolio, acknowledges SPN’s leadership in sports broadcasting.”

The campaign kickstarts with two short 15-second films – ‘The Wall’ and ‘The Red Card’ – that showcase the switch to football.

‘The Wall’ shows a test match in progress when nine fielders slip cordon to form a defence wall much to the surprise of everyone.

‘The Red Card’ shows a test match, where the bowler appeals loudly to the umpire only to have a red card awarded to him.

These two films will be followed by two more 15-second films showcasing the football frenzy.

‘The Jersey Exchange’: At the end of a test match the captains of rival teams exchange their jerseys just like footballers do.

‘The Header’: A fast bowler balls a fierce bouncer, but the batsman coolly heads it as if he’s playing football.

The short films will be followed by two 30-second TVCs that will highlight the extended penetration of UEFA EURO 2016 by showing how the nation has been gripped with football fever. The films will include a montage of people from different backgrounds emulating different elements of football in a series of daily situations all ending with the powerful message, ‘Time to Switch’ to the UEFA EURO 2016.

Viewers will get to see some of the biggest names in International football, including Cristiano Ronaldo (Portugal), Harry Kane (England), Andres Iniesta (Spain), Zlatan Ibrahimovic (Sweden) and Gareth Bale (Wales), aiming to lead their national teams to European glory. Viewers are also looking forward to the debut of Paul Pogba (France), David Alaba (Austria), and Dele Alli (England) in the tournament. Fans will also have their eyes on Spain, who are seeking to become the first country to win three consecutive European Championship titles this year. Along with this, the glamour quotient for the tournament is high with the international celebrities in attendance.

The UEFA EURO 2016 will also attract viewers with the telecast of the matches during prime time at 6.30 pm, 9.30 pm and 12.30 am (IST). On the digital front, Sony LIV will live stream all the matches.

Extending across a period of 30 days, the UEFA EURO campaign will have a complete 360 degree rollout across mass media, including television, print, outdoor, radio and digital.