Football fans in Russia are being urged to grow moustaches during the World Cup in support of the national team, BBC reports.

The 'moustache of hope' is backing Russia boss Stanislav Cherchesov, who is well known for his signature facial hair.

"Cherchesov needs your support now," prominent Russian TV host Ivan Urgant, who launched the campaign, said on the Instagram account of his evening talk show Vecherny Urgant."Everything is against him: the forecasts, weather, the laws of physics, the anatomy of some football players and simple logic as well.

Original 'Moustache of Nadezhda' in Urgant's show

"We call upon everyone to grow a moustache and post your photos under the hashtag 'moustache of hope'."

Since then, photos of moustached people — both genuine and fake, have flooded social networks. Some people posted pictures of entire families wearing moustaches. A picture of famous Russian singer and TV host Nadezhda Babkina with moustache appeared in Urgant's show as well. That was a result of a pun as her name Nadezhda means 'hope' in Russian.