Mumbai; As anticipation builds for the FIFA World Cup 2026™, ZEE5 and Unite8 Sports have unveiled a nationwide marketing campaign titled ‘Poora India Watchega’, aimed at expanding football fandom and bringing the tournament closer to audiences across the country.
The campaign arrives ahead of what is expected to be a landmark edition of the tournament. The 2026 World Cup will feature an expanded 48-team format for the first time, while also marking a period of transition in global football as some of the sport’s most celebrated stars approach the latter stages of their careers and a new generation emerges on the world stage.
Designed to appeal to both dedicated football followers and casual viewers, the campaign seeks to position the World Cup as a shared cultural experience rather than just a sporting event. The initiative highlights the growing popularity of football in India and aims to encourage broader participation in the tournament experience.
At the heart of the campaign is a brand film created by creative agency Talented in collaboration with mktgstack and produced by First December Films. Directed by Atul Kattukara, the film portrays football fever spreading across homes, workplaces, cafés, streets, and communities, capturing moments of excitement, rivalry, celebration, and collective viewing that typically accompany the global tournament.
To maximize reach, the campaign will be supported by an extensive digital and media rollout that includes creator collaborations, strategic brand partnerships, and placements across more than 200 websites. Additional visibility will be driven through Connected TV platforms, sports applications, food delivery services, and online sports communities across India.
Kartik Mahadev, Chief Marketing Officer at Zee Entertainment Enterprises Ltd., said the campaign has been designed to make the FIFA World Cup accessible and engaging for audiences beyond traditional football enthusiasts. He noted that the tournament has a unique ability to draw in occasional viewers every four years, creating moments of shared excitement among friends, families, and communities.
Echoing this sentiment, Bavesh Janavlekar, Chief Business Officer, Unite8 Sports, Zee Entertainment Enterprises Ltd., described the 2026 edition as a significant moment for world football, citing the expanded format and changing player landscape. According to him, the campaign is intended to unite lifelong fans, casual viewers, and first-time followers through a common viewing experience while contributing to the growth of football culture in India.
Karishma Changroth and Sanket Audhi, Founding Members at Talented, highlighted the collaborative effort behind the initiative, noting that the campaign was built through close coordination between ZEE5, Unite8 Sports, Talented, mktgstack, and production partner First December Films to create an experience that reflects the scale and energy of the World Cup.
Talented led the campaign’s strategic and creative development, while mktgstack, a part of the Talented Grid, is spearheading social and digital engagement efforts aimed at building anticipation and football conversations ahead of kickoff.
The FIFA World Cup 2026™ will be available on ZEE5 and the newly launched Unite8 Sports channels in Hindi, English, Bangla, and Malayalam, allowing viewers across different regions to follow the tournament in their preferred language.
