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Sony Six kick off ‘Live the Magic’ campaign for 2014 FIFA World Cup

The campaign, conceptualised by Havas WW, is aimed at igniting the passion of football fanatics as well as to call out to non-sport enthusiasts to join the global carnival surrounding the ‘beautiful game’

BestMediaInfoBureau | Mumbai | May 22, 2014

SONY-SIX-2014-FIFA-WORLD-CUP-Marketing-Camapign Click on the image to watch the TVC.

Sony Six has announced its new marketing campaign for the 2014 FIFA World Cup called ‘Live the Magic’. The campaign, which is the brainchild of Havas Worldwide, has drawn its inspiration from the global obsession of viewers for this most anticipated tournament.  The term ‘Live the Magic’ was coined to ignite the fervour and the passion of football fanatics as well as to call out to non-sport enthusiasts to join the party.

This main aim of the campaign emanates from the channel’s endeavour to hook sports enthusiasts and urge non-sports viewers to come together and enjoy the international football extravaganza. Further, it also aligns itself to Sony Six, the official broadcaster of 2014 FIFA World Cup, and its continued commitment to bring high quality sports content for viewers.

The campaign has been shot with the idea of replicating the carnival atmosphere surrounding Brazil. The film starts with John Abraham donning the avatar of Brazil’s beloved and sensational striker Neymar Jr. and coming on to the town street. He is joined by fellow town football fans donning the avatar of Portugal’s superstar Cristiano Ronaldo, Argentina’s football maestro Lionel Messi, and France’s lightning bolt Frank Ribery. Showcasing colours from several popular international teams, the film emits a grandiose experience signifying an important message on how viewers come together to celebrate and watch football. The commercial takes one through Brazil’s beaches, narrow streets, music and carnival-like atmosphere.

Vivek Rao, Executive Creative Director, Havas WW, said, “FIFA World Cup is the biggest platform for football icons to showcase their mastery. The papier mache masks bring a distinctive visual element that has all the carnival cues about it. By combining the two, we captured the essence of Brazil and the carnival feel surrounding the FIFA World Cup. All this is reflected with the energy, passion, music and crowd participation in the film urging people to watch the magic unfold on Sony Six.”

Prasana Krishnan Prasana Krishnan

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 the regular football fans but also the fringe viewers who are not regular football watchers but don’t miss out on big events like World Cup and Euro. Our plan was therefore to make it an inclusive campaign, which brings in the best of international talent and entertainment together with a promise of something for everyone to enjoy.”

Sony Six will roll out a 360 degree marketing campaign across mass media. The communication will be seen across television, print, radio, digital, outdoor, on-ground, mobile, BTL and out of home.

The TVC: 



Agency: Havas World Wide

Executive Creative Director: Vivek Rao

Associate Creative Director: Seneca Mendonsa

Associate Creative Director: Nandini Biswas

Vice-President: Gaurav Soi

Client Services Director: Dhaval Jadwani

Associate Planning Director: Archana Iyer


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