Sony Sports Network has rolled out a campaign 'universe ka sabse bada football festival of 2024' (universe's biggest football festival 2024), featuring actor Kartik Aaryan to highlight the premier of UEFA Euro 2024 on the network. 

The campaign which consists of a film showcases high visual effects encapsulating the level of enthusiasm of fans for UEFA Euro 2024 and provides a glimpse of what ‘the biggest footballing event of the universe’ will bring to the table. The film features Aaryan, in the avatar of an alien from outer space, intrigued by the celebrations on Earth and decides to join the festival of football. The alien finds his identical self in a human form. The duo then join hands along with fans to celebrate their favourite European teams and players participating in the tournament. 

What we think about it: Brilliantly conveys the hype and excitement of the 'Euros'. Aaryan's portrayal as an alien-turned-football fan is a masterstroke in blending sports enthusiasm with cinematic appeal. His dual role showcases his versatility and sports personality, making a strong connection with football enthusiasts and general audiences alike. However, Aaryan is also batting for Disney+ Hotstar's 'free for all' campaign for the ICC Men's T20 World Cup, raising the question of whether audiences will associate the sport with the channel or be swayed by the actor's brand appeal.

Rajesh Kaul, chief revenue officer - distribution and international business and head - sports business, Sony Pictures Networks India, said, "UEFA Euro is widely celebrated as one of the biggest football tournaments in the world and we are thrilled to collaborate with Kartik Aaryan, our brand ambassador for football on Sony Sports Network, on this extraordinary campaign for this tournament. This kind of film with a high-end scale and special effects for a football tournament has never been seen by Indian audiences with Kartik Aaryan at the helm of it. The film resonates the excitement for the continental spectacle and captures the emotions of the football fans further reaffirming Sony Sports Network’s commitment to bringing the best experience to our viewers.”