Beyond the Game: Rajesh Kaul on Sony Sports Network’s innovative campaigns

In this interview with Adgully, Rajesh Kaul, Chief Revenue Officer - Distribution & International Business and Head - Sports Business at Sony Sports Network, delves into the dynamic and ever-evolving landscape of sports marketing in India. Kaul shares his insights on how Sony Sports Network is navigating the increasing popularity of diverse sports, including football and mixed martial arts, to create compelling campaigns that resonate with the multifaceted interests of Indian viewers. We explore their innovative approaches, strategic partnerships, and future plans to engage sports fans across the country. Join us as we uncover the key strategies driving Sony Sports Network’s success in capturing the hearts and minds of sports enthusiasts nationwide.

How do you envision the evolution of sports marketing in India, especially with the increasing popularity of football and other global sports?

It is important to follow key insights and trends to create campaigns that not only serve existing sports fans but also attract new audiences, tapping into the diverse interests and preferences of Indian viewers. By understanding the evolving dynamics of the sports landscape and the shifting consumer behaviours, Sony Sports Network has launched campaigns that resonate deeply with audiences.

For example, campaigns like “As real as it gets”, featuring Bollywood actor Varun Dhawan for the Ultimate Fighting Championship (UFC), capitalize on the growing popularity of mixed martial arts (MMA) in India. By highlighting the authenticity and intensity of UFC fights, Sony Sports appeals to audiences who crave real, unscripted sports experiences.

Similarly, the “Love for Cricket” campaign showcases Sony Sports’ ability to cater to different segments of cricket fans, from die-hard supporters of the Indian team to aficionados of the sport itself. By portraying the diverse motivations behind cricket fandom, Sony Sports showcased the unique emotional connections fans have with the game. This campaign leverages insights into the multifaceted nature of cricket fandom, attracting both existing fans and those who may be new to the sport.

Going forward, it will be important to understand the nuances of sports fandom in India and create content that speaks directly to the passions and interests of viewers.

How do you think this campaign will resonate with Indian football fans, considering the unique approach taken with the storyline and special effects?

This campaign blends elements of science fiction with the universal passion for football to tap into the imagination of Indian audiences in a compelling way. The portrayal of Kartik Aaryan as an alien, symbolizing the universal allure of UEFA EURO 2024, adds a fresh element to the promotion. This creative twist not only captures attention but also intrigues viewers, drawing them into the narrative and keeping them in anticipation of the tournament.

Furthermore, the use of special effects enhances the visual appeal of the campaign, immersing audiences in a fantastical world where football reigns supreme. From creative graphics to the teaser video, each element of the campaign is designed to captivate and excite Indian football fans, making UEFA EURO 2024 an unforgettable experience for fans.

How does this campaign align with Sony Sports Network’s broader strategy to engage with sports fans in India?

In partnering with Bollywood’s Gen Z superstar Kartik Aaryan, as the brand ambassador for football, Sony Sports Network strategically tapped into the immense popularity and influence of the youth icon. He also shared the campaign teaser and film on his social media platforms, which led to an engagement of over 127K.

Kartik is a relatable and compelling voice for football enthusiasts across India. Moreover, by positioning Kartik Aaryan as the face of their diverse portfolio of football offerings, which includes the live telecast of over 900 football matches, Sony Sports Network effectively leverages his star power to drive engagement and viewership among a broader demographic.

With UEFA EURO 2024 featuring top teams and players, how does Sony Sports Network plan to enhance the viewing experience for Indian audiences?

As UEFA EURO 2024 features top teams and players from around the world, Sony Sports Network aims to offer viewers unparalleled access to the action. Through live telecasts in multiple languages, including English, Hindi, Malayalam, Telugu, Tamil, Kannada, and Bengali, we cater to the diverse preferences of Indian football fans, making the tournament accessible to audiences across the country.

Moreover, we recognize the importance of delivering immersive storytelling that goes beyond the live matches, through engaging pre-match build-ups, and post-match analyses, to provide a deeper understanding of the teams, and players, and fully immerse themselves in the world of football.

Additionally, our expert panel of analysts includes former France captain Patrice Evra, former India captains Sunil Chhetri and Bhaichung Bhutia, former India forward Robin Singh, India goalkeeper Gurpreet Singh Sandhu and former international stars David James, Don Hutchison, Terry Phelan, Ashley Westwood and Mark Seagraves on the Football Extraaa show. With their expertise and passion for football, our panelists will offer valuable insights, and tactical analyses, for Indian audiences. By providing viewers with access to top-quality content and insightful commentary, we aim to make UEFA EURO 2024 a truly unforgettable experience for football fans across India.

Looking ahead, what are Sony Sports Network’s plans for promoting other major sporting events using similar high-concept campaigns?

Sony Sports Network remains committed to promoting other major sporting events through innovative and high-concept campaigns, building on the success and learnings from initiatives like the “Universe Ka Sabse Bada Football Festival of 2024” campaign for UEFA EURO 2024.

Our strategy revolves around leveraging creativity, storytelling, and strategic partnerships to capture the attention of fans across India. By leveraging captivating narratives, we aim to create campaigns that not only generate buzz and excitement, but also tailor our campaigns to the unique characteristics and appeal of each sporting event so that we resonate with fans.

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