SONY KIX rolls out its new marketing campaign for the 2015 Football Season
SONY KIX, India’s leading youth-centric sports channel has launched a unique TVC, as part of its new marketing campaign around its forthcoming broadcast of some of the biggest European football leagues & tournaments, including the LaLiga, Serie A and the Emirates FA Cup set to debut this season on the channel. The commercial serves as a build-up to the said tourneys alongside some of the other international action such as Qualifiers for UEFA EURO 2016 and UEFA Euro 2016. In a way 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.
Commenting on the TVC, Nima Namchu, Chief Creative Officer of 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. There is a reference to Messi when the lady talks about the ‘messy’ condition of the house, a half-bitten apple lying in the room is a dig at Suarez; Rooney is yelled at for his dirty shoes. The TVC is made in such a way that it should appeal to both hardcore football fans, as well as bench viewers.”
Speaking on the channel’s new campaign, Prasana Krishnan, Business Head, SONY SIX and SONY KIX said, “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.