The FIFA World Cup is an experience that extends far beyond the game itself. Every four years, football transcends its core fan base to become a global cultural phenomenon that everyone wants to be part of. It’s about gathering with friends and family, adopting a favorite team overnight, celebrating every goal, and sharing in the tournament’s highs and lows. More than just a sporting event, the World Cup is a collective emotional experience that unites people across borders, cultures, and generations.
To celebrate this spirit and deepen engagement with its audience, Mathrubhumi, Kerala’s leading media group, had unveiled a multi-platform FIFA World Cup initiative for its readers.
Driving audience engagement through cross-vertical initiatives
Mathrubhumi Daily – The print edition has introduced a daily prediction contest titled ‘Panthattam,’ featuring a special coupon with questions published daily on the sports page. Readers will be required to fill out a form, take a photograph of it, and upload it to the website accessible via the QR code provided.
The contest will have daily and weekly winners who will receive cash prizes, while a mega winner, selected based on overall performance throughout the contest period, will be awarded a TATA EV car.
Sports Masika – The sports magazine has released a special one-time 124-page FIFA World Cup edition, offering in-depth coverage of the tournament. The issue chronicles the history of the World Cup and features detailed insights on potential team line-ups, expert analysis, and players to watch. Designed as a comprehensive guide for football enthusiasts, the edition brings together rich editorial content to enhance readers’ understanding and engagement with the tournament.
Mathrubhumi Online – The digital platform features a dedicated FIFA World Cup section with curated articles, news updates, and expert analysis. It also hosts an interactive prediction contest, allowing readers to engage with match outcomes and participate in the tournament’s excitement through an immersive online experience
Mathrubhumi News – The news channel, launched a prediction contest for its viewers. Each day, one selected match serves as the basis for the contest question. Viewers can submit their predictions via SMS or WhatsApp to 8606287533. One winner is selected daily; if multiple participants submit correct answers, the winner will be decided by a lucky draw and announced at 10 PM on Varthakal Ithuvare.
Club FM – The radio division has launched an on-air prediction contest for its listeners, inviting them to predict the winning team of the FIFA World Cup matches played daily. Participants can join the contest by sending a WhatsApp message with ‘CLUB FM’ to receive a Google Form, where they can submit their predictions. Selected winners will receive attractive cash prizes.
Speaking about the initiative’s M V Shreyams Kumar, managing director, Mathrubhumi Group said, “Football is more than just a game; it is a shared passion woven with a rich tapestry of emotions that unites billions across the world. To harness the incredible energy and emotional intensity of the FIFA World Cup, the Mathrubhumi Group resonates deeply with this spirit and has launched a range of multi-platform initiatives designed not only to engage our readers but also to make their experience more immersive and meaningful.”
