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Sony Liv launches campaign promoting India’s foreign cricket tours

MUMBAI: Sony Pictures Networks India’s (SPN) digital platform Sony Liv has launched a campaign promoting the back-to-back foreign tours of the Indian cricket team scheduled for 2017 and early 2018.

As per the future tours programme (FTP), India will play back-to-back series against West Indies and Sri Lanka in 2017 and South Africa in 2018. Ten Sports, which has been acquired by SPNI from ZEEL, holds the broadcast rights to these three events.

With an aim to dominate online sports viewership, the Sony Liv campaign ‘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 Sony Liv.

SPNI EVP and head of digital business Uday Sodhi said, “By making India’s international cricket tour available to Sony Liv 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.”

Publicis Communications COO Paritosh Srivastava, “Indian cricket being available on Sony Liv 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.”

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 Sony Liv.

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. 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, analyse 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.