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The India-England test match played at Trent Bridge seemed almost like a secret game being played, as more Indians are were heard talking about how Argentine goalkeeper Sergio Romero saved two penalties in a shootout with the Netherlands than of how Murali Vijay scored a ton against England.
Indians are busy supporting either Germany or Argentina for the finals on Sunday, while some are still sulking over how host Brazil got annhiliated by Germany. It seems like (India cricket captain Mahendra Singh) Dhoni and boys will have to wait some more days to garner support, after Indians recover from the football fever.
It was in the early-2012 that Pepsi gave cricket a miss, and advised youngsters (or, Youngistan) to "change the game" to football with its brand ambassador Ranbir Kapoor. Then it seemed ahead of its time and Pepsi went back to cricket. Cut to 2014: The football frenzy has gripped the country and Ranbir now owns the Mumbai team in the Indian Super League (ISL, joint-venture of IMG and Reliance Industries with Star Sports as TV partners), which is a football version of IPL on the lines of Major League Soccer in the US. With more than Rs 400 crore being invested in the format and some international football stars being pooled in, has India got a much-needed alternative to cricket? The battle in Brazil this year will be a testing ground and so far the indicators confirm the trend.
If the recent excitement, viewership and engagements for the FIFA World Cup are to be considered, we sure have an able alternative for advertisers and marketers. Eighty per cent of the official Indian broadcaster, Sony Six's ad inventory was sold at the start of the tournament; it is estimated that the game will reach 100 million viewers in India, up from 62 million in the 2010 World Cup. Compare this with 120 million viewers for the recently-concluded ICC T20 World Cup. Football has become a close second when it comes to sports viewership in India.
The brands seem upbeat about the new-found passion; many brands like Samsung, LG, Micromax, McDonalds and Puma have initiated footfall special campaigns. With TVT (television viewership per thousand) figures of 454 on Sony Six pan India and 231 on Sony Aath in West Bengal, the brands keen on buying more slots; even as the broadcasters hike ad rate by 25 per cent from the quarter-finals.
But to be fair to cricket, which has been like a religion in India, these are very early days for any conclusive comments. Research shows that the majority of the FIFA World Cup regulars don't follow the game regularly in other formats. For football to score over cricket in the long run, sans the World Cup fever, it will have to strike at many fundamental aspects. For starters, more investment needs to go into the game, not just in media but at the ground level too. The game needs to be played and practised more. For the game to sustain, we must live the dream of not just qualifying for the World Cup in the near future but winning the golden trophy and do what Kapil Dev and team did to cricket in 1984.
What after the World Cup? The ISL is an effort in the right direction and the timing is right - September 2014 - as the World Cup will still be fresh on everyone's mind. The format will channelise the enthusiasm, the investments and the huge support that the game enjoys around the globe from brands and fans. These will combine to create the push.
The strong pull needed will only come when people are emotionally attached to the game with an Indian team. Apart from ISL, which will foster talent, the existing formats of under-16 and under-19 tournaments need to be supported.
As the world cheers a new world champion, India should build a hope not just to cheer but to participate and win, and get all the other pieces of the puzzle right. Till then we keep scoring one goal at a time, Howzzat!
The author is chief creative officer, Sapient Nitro, India
