ZEE5 and Unite8 Sports have unveiled ‘Poora India Watchega’, a nationwide marketing campaign designed to build excitement around the FIFA World Cup 2026 and expand football’s appeal across audiences in India.
Conceptualised by Talented and mktgstack, the campaign celebrates the shared excitement that the FIFA World Cup generates every four years, bringing together passionate football fans, casual viewers and first-time followers of the sport. At the heart of the campaign is a brand film directed by Atul Kattukara and produced by First December Films, capturing the collective enthusiasm and cultural impact of the tournament.
The campaign will be amplified through an extensive multi-platform rollout, including creator collaborations, strategic brand partnerships and digital outreach across more than 200 websites. Additional visibility will be driven through connected TVs, food delivery platforms, sports applications and online sports communities, ensuring broad consumer engagement in the lead-up to the tournament.
Commenting on the launch, Kartik Mahadev, Chief Marketing Officer, Zee Entertainment Enterprises, said the campaign aims to make the FIFA World Cup accessible and exciting for every viewer, regardless of their familiarity with football. He noted that the tournament often transcends sport, becoming a shared cultural experience that unites people through passion, celebration and community.
Bavesh Janavlekar, Chief Business Officer, Unite8 Sports, highlighted the significance of the 2026 edition, pointing to its expanded 48-team format and the emergence of a new generation of football stars. He added that the campaign is designed to welcome all audiences and contribute to the growth of football culture in India.
The FIFA World Cup 2026 will be available across ZEE5 and Unite8 Sports channels in Hindi, English, Bangla and Malayalam.
