The channel has exclusively brought on board Bollywood star and football enthusiast John Abrahamas a strategic move, leveraging the build-up to the world's greatest footballing extravaganza
Mumbai, Sony SIX,India's premier sporting channel announced its new marketing campaign for 2014 FIFA World Cup„ called €Live the Magic'. The marketing campaign sees the star studded support of John Abraham in a whole new football avatar encouraging viewers to join in the party to catch the ultimate footballing extravaganza on SIX. The inspiration of the campaign has been drawn from the global obsession of viewers assembling to catch the most anticipated international tournament in the world of football. The term €Live the Magic' was coined to ignite the fervour and the passion for football fanatics, as well as to call out to non-sport enthusiast to join the party.
The campaign is shot with the idea of replicating the carnival atmosphere surrounding Brazil. The opening scene see's John Abraham donning the avatar of Brazil's beloved and sensational strikerNeymar Jr. exiting onto the town street. He is joined by fellow town football fans donning the avatar of Portugal's superstar- Cristiano Ronaldo, Argentina's footballing Maestro - Messi and France's lightning bolt - Ribery. The film takes on from here where the characters mosey through town and arejoined by their entourage and ensemble of sports fans replicating the feel of the Brazil's trademark carnival parade. Showcasing colours from several popular international teams, the film emits a grandeur experience signifying an important message on how viewers come together to celebrate and watch the sport of football. The commercial exudes Brazil in its beach, narrow streets, music and carnival-like atmosphere.
This intent of the campaign emanates from the channel's endeavour to capture sports enthusiasts and urge non-sports viewers to come together and enjoy the international football extravaganza. Further the campaign aligns itself to the channels continued commitment of bringing in high quality sports content for viewers across the nation.
Speaking on the launch of the 2014 FIFA World Cup„ marketing campaign on SONY SIX, Prasana Krishnan, Business Head, SONY SIX said €There's no doubt about the passion for football in India. Through our campaign we are just not targeting football fans but also calling out to our general viewers to join in, the tournament brings in the best of international talent and entertainment together with a promise of something for everyone to enjoy. Speaking on having John Abraham on board for the campaign Prasana said, €John exhibits a perfect blend of beingan actor in his professional career and an ardent football fan in his personal life. It is his versatility that syncs with our channel's belief of making content inclusive and entertaining for everyone, deeming him the right fit for our campaign€.
Speaking on his enthusiasm in being a part of the marketing campaign, John Abraham said, €I am really thrilled and grateful to be a part of the 2014 FIFA World Cup„ marketing campaign on SONY SIX. I have played football and been associated with the sport since childhood and I ardently follow the sport as well. It's a part of my DNA. For me being associated with the greatest football extravaganza is truly exciting.€
The 2014 FIFA World Cup Brazil„ will kick off on 12th June 2014. The tournament will be in two stages; group stage will feature 32 nations and will be played fromJune 12 to June 26. The knockout stage will start from June 28 and conclude with the FIFA World Cup„ Final match on July 13. The campaign can also be viewed on http://www.SonyLIV.com, the online home of Sony Entertainment Network.