Mumbai: The Sports Cluster of Sony Pictures Network India (SPN) launches its ‘Heartbreaks Await’ campaign ahead of the upcoming semi-finals and finals of the Emirates FA Cup, the oldest recognized football tournament in the world. Currently in its 136th edition, the stakes are sky high with some of the biggest clubs in English football making it to the semi-finals and competing to win the prestigious title.
The concept behind the ‘Heartbreaks Await” campaign is the impending heartbreak that fans will experience as their favorite clubs clash during the semi-finals of the Emirates FA Cup. The campaign attempts to capture the scale of the fandom and resonates with die-hard fans who react to the wins or losses of their favorite teams.
Footy Fans will see all the big boys in action with league leaders Chelsea facing high flying Tottenham Hotspurs while Champions League hopefuls Arsenal and Manchester City face-off in the other tie. In the knockout stages of the tournament, both games will play out until a winner is decided. With so much at stake for fans of all four teams, by the end of it, one way or another, heartbreaks are inevitable.
Mr. Rajesh Kaul, President, Distribution and Sports Business, Sony Pictures Network said, “Our campaign ‘Heartbreaks Await’ for the Emirates FA Cup semi-finals and finals resonates with football fans across the world as extreme fan reactions are expected with the top four teams competing to claim the trophy. Our aim was to create an innovative campaign that would reach out and strike a chord with all the football fans in India. The campaign is one of our many strategies to establish the Sports Cluster of Sony Pictures Networks India as the premier destination for an unparalleled football viewing experience and the one-stop destination for International football.”
The campaign comprises two 30 second films that showcase the Heartbreak that fans are experiencing in different situations.
Hospital: A young doctor is desperately trying to revive a patient by performing CPR on him and hears the FA Cup commentary in the background. The Doctor hears that his team has missed the penalty and the tables are turned with the Doctor unconscious on the hospital bed and the patient on top of him, trying to revive him in the same manner.
Winning & Losing: We see the winning and losing fan reactions. A bunch of friends, arm-in-arm, jump up and down in unison, celebrating to the beat of a techno song because their team is winning while right in the apartment next door, a young man bangs his head against the wall in frustration to the same beat because his team is losing.
Credits Creative Agency: J. Walter Thompson Mumbai
Chief Creative Officer: Senthil Kumar
National Creative Director: Tista Sen
Production House: Chalk and Cheese
Director: Naruttam Achowe
Executive Business Director: Sujit Sanyal
Sr Creative Director: Vinayak Gaikwad, Shounak Guhathakurtha
Account Director: Saptarshi Banik
Creative team: Aditya Narayan, Ganesh Palkar, Satyajeet More
Account Team: Sanat Shende, Ashok Vaghela