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Sony launches marketing campaign for La Liga

MUMBAI: Sony Pictures Network India (SPNI) has kicked off its marketing campaign for the 86th edition of La Liga with the theme ‘It’s not Football. It’s War’. The tournament will on Sony SIX and Sony SIX HD from 20 August onwards.

Sony SixThe stakes for this year’s season are very high as some of the best teams will be fighting tooth and nail to secure the leading position in the Spanish top tier.

The highlight of this year’s campaign is the verbal banter that ensues between football rivals as their favourite clubs clash on the field. It resonates with die-hard fans of football who possess a deep loyalty towards clubs and players. What happens on the field translates into banter between fans off the field.

La LigaThis campaign attempts 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 manner, building an instant connect with football fans all over India.

La Liga, which boasts top seeds such as Cristiano Ronaldo, Lionel Messi, Luis Suárez, Neymar, Antoine Griezmann and Gareth Bale, has a massive fan-base globally and is one of the most-followed football leagues in the world. Viewers can also look forward to Pione Sisto, Ganso, Marlos Moreno and more who have signed new deals with top-tier teams of the Spanish football league. This year’s campaign has been curated keeping in mind the enormous scale and viewer base for the league.

Rajesh KaulSony Pictures Network president distribution and sports business Rajesh Kaul said, “We always aim to create new and innovative content for all our viewers. Through this campaign, we want to highlight the scale of La Liga by reaching out to the football fans of India. 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.”

The campaign kick-starts with three 30-second films, which showcase the pranking between fans in unusual situations. SPNI will have a complete rollout across platforms.

The Breakup: An Atletico Madrid fan sabotages his colleague’s (a Real Madrid fan) relationship, by sending a fake break-up message to his girlfriend.

Airport Security: An Atletico Madrid fan sabotages 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.

Pigeons: A Barcelona fan, ready to go on a big date, is in for a shock to see his shiny convertible completely covered in bird-poop, courtesy his neighbour, a Real Madrid fan.