Messi GOAT India Tour 2025
A once-in-a-generation event came to India. Lionel Messi, widely regarded as the greatest footballer in history, landed for a live appearance that set off a wave of content, celebration, and cultural conversation unlike anything Indian football had seen before. ADG Advisory was consulted as Digital Manager for a specific, bespoke brief: amplify the official song released for the tour through precision paid digital advertising.
THE BRIEF
The official tour anthem, the La Pulga Anthem, needed to cut through in an environment of maximum noise. Every creator, media outlet, and fan account was producing content around the tour simultaneously. The song needed a paid amplification strategy that put it in front of the right audiences: football fans, music audiences, and the cultural mainstream, at precisely the right moment in the event cycle, across all four tour stadiums.
THE WORK
ADG Advisory designed and executed the paid digital amplification campaign for the official anthem, credited directly on the song's official YouTube upload. The campaign targeted audience segments across platforms calibrated to the event window, maximising reach during the peak attention period of the tour. The anthem was used by Team Lionel Messi's official Instagram in their thank-you reel to India and featured in media coverage across all tour events, generating 19K likes and 1.7K comments on the YouTube live stream alone.
THE RESULTS
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