ZEE5 and Unite8 Sports have rolled out ‘Poora India Watchega’, (All of India will watch) a nationwide campaign celebrating the FIFA World Cup 2026. 

Created by Talented and mktgstack, the campaign seeks to bring football’s biggest spectacle closer to Indian audiences by highlighting the collective excitement, rituals and emotions that accompany the tournament.

Released ahead of the FIFA World Cup 2026, the film captures football fandom unfolding across homes, cafés, offices, streets and neighbourhoods, portraying the tournament as an event that transcends traditional sporting audiences.

Directed by Atul Kattukara and produced by First December Films, the campaign focuses on moments of anticipation, celebration, rivalry and camaraderie that emerge when the world’s most-watched sporting event takes centre stage. It positions the World Cup as a cultural occasion that welcomes both lifelong football followers and casual viewers who tune in every four years. At the heart of the campaign is the idea that football fandom exists across generations and levels of engagement. Whether it is seasoned supporters, occasional viewers or first-time fans, the campaign presents the tournament as a shared national experience.

Talented led the campaign’s creative and strategic development, while mktgstack is driving digital and social efforts designed to build anticipation and football conversations online ahead of kickoff.

What we think about it: The campaign’s strength lies in making fandom feel inclusive rather than exclusive, by selling football through participation rather than star power or match highlights. While the idea may not be entirely new to the sports category, the film’s focus on everyday viewing rituals gives it warmth, relatability and scale, qualities essential for turning a global tournament into a local cultural event.

Kartik Mahadev, chief marketing officer, Zee Entertainment Enterprises stated, “At ZEE5 and Unite8 Sports, we want the audience to watch 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. It’s about watching with friends, picking favourite 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, exciting, whether you’ve followed football for years or are tuning in for the first time.”

Bavesh Janavlekar, chief business officer, 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. ‘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, an experience that connects with audiences across India and helps grow a lasting football culture.”

Karishma Changroth and Sanket Audhi, founding members, 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.”

The FIFA World Cup 2026 is available across ZEE5 and Unite8 Sports channels in Hindi, English, Bangla and Malayalam.