I just saw Zee5's campaign for the FIFA World Cup, and I think they've got their audience completely wrong! Here's what they seem to have missed. See, this World Cup is happening in North America, so most matches will be at around 3am in India. And at 3am, no one watches football casually. The only people awake are the ones who really love the game. Here's the thing - that's a small group. Those people who already follow football closely, and the people who are happy (and can afford) to pay for a subscription to watch it. For Zee5, that's the whole opportunity. The 3am timing means the only people watching are exactly the kind who'll actually pay them. But this campaign does the exact opposite. A loud "Poora India Watchega" is exactly the kind of thing this same football fan group would find super cringe. Now, I do think I get where they were coming from. "Watchega" is just "Watch" said like a Hindi word. Probably an attempt to mix English and Hindi for people who mostly follow football in English. But whatever the thinking was, everything around it (including the poster design) still feels extremely mass-market. It was a great chance for Zee5 to bring high paying customers to their app, but they've sadly spent it talking to people who won't even be awake to watch. What do you think?

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