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Sony ‘Kix’ off campaign for its football properties

Conceptualised by Havas Worldwide, the TVC serves as a build-up to the forthcoming European football leagues and tournaments, as well as other international action on the channel

BestMediaInfo Bureau | Mumbai | August 24, 2015

Sony-Kix--football Click on the image to watch the TVC.

Sony Kix has rolled out a TVC as part of its latest marketing campaign around some of the biggest European football leagues and tournaments, including the LaLiga, Serie A and the Emirates FA Cup that are set to debut this season on the channel.

The TVC serves as a build-up to these tourneys alongside some of the other international action such as Qualifiers for UEFA Euro 2016 and UEFA Euro 2016. In a move to drive consumer connection across demographics and markets, the channel has amped up its efforts to ensure a national outreach, through the campaign. The nationwide campaign, featuring the theme ‘Football comes home to Kix’, also encompasses ads for print, digital, cinema and other mediums.

The film opens with an old lady walking into a vintage Parsi home, who is shocked to see the chaotic condition of her house. The walls that were once neatly painted are now marked with football stains, the English floor tiles are soiled with wet mud and the vintage mahogany sofas have dirty football jerseys strewn all over it. The jerseys have names of star players, namely Messi, Ronaldo, Rooney and Suarez. She is further horrified to see her favourite vase broken into pieces, with a football stuck in between. In frustration, she yells, “Ronaldo, practice nahi karne ka ghar pe, stupid boy!...” The old lady moves on to yell at the other boys for messing her house. In the end, the camera focuses on a mahogany TV stand where Sony Kix is shown as the one-stop destination to experience all of European football.

Nima DT Namchu Nima DT Namchu

Commenting on the TVC, Nima Namchu, Chief Creative Officer, Havas, said, “We have portrayed Sony Kix as the single roof under which fans can get a taste of the best European leagues. The film is a fun take on football and makes several references to key identities of players. The TVC is made in such a way that it should appeal to both hardcore football fans, as well as bench viewers.”

Prasana Krishnan Prasana Krishnan

Prasana Krishnan, Business Head, Sony Six and Sony Kix, added here, “With the acquisition of marquee football properties such as the LaLiga, Serie A, Emirates FA Cup, Qualifiers for UEFA Euro 2016, UEFA Euro 2016 and 2018 FIFA World Cup, Sony Kix has now undoubtedly become the home of football. With Barcelona, Real Madrid, Juventus, Inter Milan and Sevilla playing in the opening weekend, the fans are guaranteed a football extravaganza.”

The network will broadcast 14 live matches during the opening weekend. Some of these fixtures will see FC Barcelona compete against Athletic Bilbao, Juventus going head to head with Udinese, AC Milan play against Fiorentina and Sevilla FC take on Malaga among other clashes. The season kicks off on 22nd August 2015, at 9:30 PM with action from Serie A, where AS Roma takes on Hellas Vora.

The TVC:



Client: Sony Kix

Crearive agency: Havas Worldwide

Chief Creative Officer: Nima Namchu, Senior Vice-President: Gaurav Soi

Group Account Manager: Omar Khan

Production House: Daydreamer Pictures

Director: Aatish Dabral

Producer: Kautul Sheth

Account Manager: Shivani Dand

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