Despite push, Indian football is fighting a losing battle to keep its fans

The media campaign '#FannBannaPadega', meaning "now you have to be a fan", is an attempt to make football fandom more glamorous

India, seven-time winners of the South Asian Football Federation (SAFF) Cup and defending champions for six consecutive years, tasted a bitter defeat in this year's edition of the cup that has cast more doubts over the sport's future in the country.

India lost in the final game of the tournament to the unfancied Maldives at the Bangabandhu stadium in Dhaka, Bangladesh on September 15.

A youthful Indian team had been fully expected to bring the trophy home. The Maldives had failed to win a single group stage match and only reached the knockout rounds thanks to a coin toss against Sri Lanka.

Lack