ZEE5 and Unite8 Sports have launched ‘Poora India Watchega’, a nationwide campaign ahead of the FIFA World Cup 2026™, aimed at bringing football closer to audiences across India. With the tournament expanding to 48 teams and a new generation of football stars emerging, the campaign highlights the growing popularity of the sport in the country.
The initiative speaks to fans across generations, from long time followers of the game to occasional viewers and those discovering football for the first time. It positions the FIFA World Cup 2026 as a cultural moment that can be enjoyed by everyone.
Created by Talented and mktgstack, the campaign is anchored by a brand film directed by Atul Kattukara of First December Films. The film captures how the excitement of the World Cup unfolds across homes, cafés, workplaces, streets, and communities through moments of celebration, anticipation, rivalry, and togetherness.
The campaign will be promoted through brand partnerships, creator collaborations, and an extensive digital outreach plan. It will reach audiences across more than 200 websites, Connected TVs, food delivery platforms, sports apps, and online sports communities across India.
Link to the campaign
Kartik Mahadev, Chief Marketing Officer, Zee Entertainment Enterprises, stated, “At ZEE5 and Unite8 Sports, we want the audience to watch the FIFA World Cup together. FIFA World Cup is an experience that goes beyond the core football fandom, and ‘Poora India Watchega’ brings that spirit alive. Every four years, football goes beyond its core fans and becomes something everyone wants to be part of.”
He further added, “It’s about watching with friends, picking favorite teams overnight, celebrating every goal, and getting swept up in the emotion. Through this campaign, we’ve aimed to make the World Cup feel welcoming and exciting, whether you’ve followed football for years or are tuning in for the first time.”
Adding to this, Bavesh Janavlekar, Chief Business Officer (CBO), Unite8 Sports, Zee Entertainment Enterprises, said, “The FIFA World Cup 2026™ marks a defining moment for global football with legends nearing the end of an era, new stars rising, and an expanded 48-team format making it more inclusive than ever. It’s this scale and cultural impact that makes the tournament bigger than just the sport.”
He further added, “‘Poora India Watchega’ is built for every kind of fan, lifelong followers, once-in-four-years viewers, and those discovering the game for the first time, bringing an immersive experience that connects with audiences across India and helps grow a lasting football culture.”
Karishma Changroth & Sanket Audhi, Founding Members at Talented, “It takes a whole squad playing at the top of their form to bring a campaign of this scale to life. ‘Poora India Watchega’ is powered by high trust, agility, and shared ambition across ZEE5, Unite8 Sports, Talented, mktgstack, and our production partners at First December Films to create a World Cup experience that feels as big and energetic as the fans it is made for.”
