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Sony launches campaign for FA Cup semi-finals, finals

MUMBAI: Sony Pictures Network India (SPNI) has launched its ‘Heartbreaks Await’ campaign ahead of the upcoming semi-finals and finals of the Emirates FA Cup, the oldest recognised football tournament in the world.

The tournament is currently in its 136th edition, and the stakes are sky high, with some of the biggest clubs in English football making it to the semi-finals and competing to win the prestigious title.

The concept behind the ‘Heartbreaks Await’ campaign is the impending heartbreak that fans will experience as their favourite clubs clash during the semi-finals of the Emirates FA Cup. The campaign attempts to capture the scale of the fandom and resonates with diehard fans who react to the wins or losses of their favourite teams.

Fans will see all the big boys in action, with league leaders Chelsea facing high-flying Tottenham Hotspurs, while Champions League hopefuls Arsenal and Manchester City face off in the other tie. In the knockout stages, both games will play out until a winner is decided.

SPNI president distribution and sports business Rajesh Kaul said, “Our campaign ‘Heartbreaks Await’ for the Emirates FA Cup semi-finals and finals resonates with football fans across the world as extreme fan reactions are expected with the top four teams competing to claim the trophy. Our aim was to create an innovative campaign that would reach out and strike a chord with all the football fans in India. The campaign is one of our many strategies to establish the sports cluster of Sony Pictures Networks India as the premier destination for an unparalleled football viewing experience and the one-stop destination for International football.”

The campaign comprises two 30-second films (‘Hospital’ and ‘Winning & Losing’) that showcase the ‘heartbreak’ that fans experience in different situations.