MUMBAI: The period of roughly a week before the launch of any product, film, program, or event is extremely crucial. The pre-buzz prior to the launch created with multiple touch points across editorial, advertising, teasers / promos not only build up curiosity but also pulls the target audience to sample it, at least ones. More so, for a massive global sporting events like FIFA, the communication has to get through boundaries of Age, Gender and SEC (Socio Economical Classification), Geography etc.
Effectively, FIFA is not a very new phenomenon to India. The roaring success in FIFA 2006 has played a key role in repositioning Soccer as one of the most preferred sporting events among the Indian TV audiences. What made FIFA 2006 bridge with the Indian TV audiences? Amongst many, buzz creation was one of cornerstones towards making FIFA 2006 a success story. Within the construct of FIFA 2006 buzz, PR played a key role in influencing and pushing Indian audiences to take interest, watch and re-watch FIFA telecast.
