Dominic Savio, founder of Buzzstop Integrated Communications, believes the timing is already making brands more cautious about World Cup campaigns. His assessment is that advertisers may struggle to justify television spending when large audiences are difficult to guarantee live.
For broadcasters and digital platforms, the challenge is not simply reach but timing. OTT services can lean on highlights, clips and on-demand viewing, yet the most valuable advertising remains tied to live attention. Savio’s view is that some investment should move towards fan parks, public screenings, contests and community activations.
That would represent a significant shift from the traditional television-led football campaign.
Kerala has rarely needed much encouragement to turn major tournaments into public celebrations. Reports suggest clubs and local organisers are preparing LED screens, fan parks, cinema screenings and outdoor gatherings across towns and neighbourhoods.
A sports and arts club in Kunnamangalam is also reportedly planning to use a newly acquired plot for a football carnival, despite the land still requiring preparation. The event is expected to combine a public screening with a wider community gathering.
The commercial problem may therefore become a local opportunity. If people are unwilling to watch alone at home before sunrise, they may still turn up for a shared experience.
The tournament could carry an extra emotional pull through Qatar winger Tahsin Mohammed Jamshid. The report says the Doha-born player, whose parents are from Kannur, has been included in Qatar’s World Cup squad.
If he appears, he could become the first player of Indian origin to feature at a World Cup. That possibility gives Kerala a reason to follow Qatar as well as the traditional global favourites.
The next test will come when the fixture schedule is confirmed and organisers see which matches can command live crowds. Kerala’s football culture may not beat the clock-but it could find a way around it.