MUMBAI: Sony Pictures Network India (SPN) will kick-start the upcoming season of Spanish football league- LaLiga, with a bold statement: it’s not football. It’s war.
The season will be telecast on Sony Six and Sony Six HD from 20 August.
The channel hopes through the campaign to capture the scale of this property by showcasing the sportsmanship and competition between the teams and how their fans react to it in the most unique possible manner, building an instant connect with football fans all over India.
“We always aim to create new and innovative content for all our viewers. Through this campaign, we want to highlight the scale of LaLiga by reaching out to the football fans of India,” said SPN president distribution and sports business Rajesh Kaul.
“Since the inception of the sports cluster at SPN, we have strategically worked to establish it as the premier destination for an unparalleled football viewing experience. Through our tactical acquisition of marquee international tournaments and international domestic leagues, we have established ourselves as a one-stop destination for International football. and want to give our viewers an experience of the highest quality of club and international football,” he added.
The new season will have a complete 360 degree roll out across mass media.
The campaign will begin with three 30-second films which showcase the pranks between fans in unusual situations. The films showcase some day-to-day scenarios and the resultant football rivalry, all ending with the bold statement. The first one, The Breakup, shows an Atletico Madrid fan ruining his colleague’s (a Real Madrid fan) relationship by sending a fake break up message to his girlfriend. Airport Securityportrays an Atletico Madrid fan sabotaging the travel of a Barcelona fan at the airport by clandestinely packing a pair of nun chucks and a huge chopping knife in his hand baggage.
The third titled Pigeons shows a Barcelona fan ready to go on a big date shocked to see his shiny convertible completely covered in bird-poop, courtesy his neighbour – a Real Madrid fan.
The campaign has been created by J. Walter Thompson and is produced by Ignition Fims. While Senthil Kumar is the chief creative officer, Tista Sen is the national creative director. The campaign is directed by Rensil D’Silva and its executive business director is Anitha Krishnan.
The senior creative director’s team include Vinayak Gaikwad and Shounak Guhathakurta and the creative team has Vinayak Gaikwad, Shounak Guhathakurta, Sreenath Pillai and Ganesh Palkar. The senior account executive is Sanat Shende and account director is Saptarshi Banik.
LaLiga boasts of top seeds like Cristiano Ronaldo, Lionel Messi, Luis Suárez, Neymar, Antoine Griezmann, Gareth Bale, Pione Sisto, Ganso, Marlos Moreno, etc.
