1. Star Sports - #WontGiveItBack
With the ICC Cricket World 2015 on-going, Star Sports, the official broadcaster of the mega sporting event for Indian subcontinent, is leaving no stone unturned to promote the same. The company in association with Lowe Lintas + Partners has unveiled a youth oriented campaign titled #wontgiveitback. The films have been produced by Nirvana Films.
The World Cup campaign, #Wontgiveitback reflects the young nation’s attitude and mood for the World Cup. It’s their rallying call to team India who are set to defend the World Cup they won in 2011.
The campaign features the Team India members in conversation with their fans on the World Cup. The fans expect them to give it all back in Australia and New Zealand- the pressure, the aggression, but not the Cup.
The campaign connects with the youth in their language, reflecting their attitude and will get the young cricket fans excited about the cricket’s biggest and grandest extravaganza. The multi-media campaign is supported by digital, print, radio and outdoor media.
The broadcast network announced a host of broadcast innovations and firsts to make this a 'Cup for All.' For the first time, the ICC World Cup 2015 is airing in six languages - Hindi, English, Bengali, Tamil, Malayalam and Kannada, and that too in 4K format.
On January 22, Star India launched the first promo of the ICC World Cup 2015 featuring Sachin Tendulkar who is seen invoking India to 'Chase the Dream' to win the World Cup again.
The film features cricketers like Rohit Sharma, Ravindra Jadeja, Virat Kohli, MS Dhoni, Shikhar Dhawan, Ravichandran Ashwin, Ajinkya Rahane and Umesh Yadav. In the second film, Dhoni is seen walking in the Melbourne cricket ground where the final is going to be played.
Here are some of the interesting “Mauka” (opportunity) campaigns rolled out by the broadcast network during the course of the on-going sporting event:
India vs. Pakistan
India vs. South Africa
India vs. UAE
Brands like Nestle, Marico,Yepme.com, Paytm, Raymonds, Pidilite and Lloyd along with the usual cricket partners have also launched interesting campaigns surrounding the ICC Cricket World Cup 2015.
2. MRF Tyres – “There’s a lot riding on us” campaign
Following its announcement of becoming the global partner for the ICC Cricket World Cup, Madras Rubber Factory (MRF) launched its “There’s a lot riding on us” campaign during the India vs Pakistan match. The film has been conceptualised by Lowe Lintas, Chennai.
The first film follows the journey of a bus carrying team India across the city and in between the film a shot of a mother humming the iconic song, “Saare Jahan se Achcha” to her baby. As the bus moves across the city, the song is heard coming from various mediums such as an old gramophone, marching band and so on.
As the bus pulls into the stadium, the players disembark to the rapturous applause of a crowd. The film ends with a shot of the bus’ tyres and the words, “There’s a lot riding on us." The campaign is on air across both traditional media and online media channels.
The second film features Indian cricketer Virat Kohli and Formula 1 driver Narayan Kartyekein. In the film we see Kohli getting a call from a girl, while at the same time Karthikheyan connects to his tech team at the racing circuit. They both have been given 5 minutes reach their destination, in their respective vehicles, Kohli drives a sedan while Karthikheyan drifts on his racing car.
The ad film helps the brand to establish itself as an all utility tyre brand. The film ends with the message– ‘There’s a lot riding on us.’ That is symbolic of the hopes of millions of Indian fans who want the team to return with the World Cup just like MRF tyres that undertook the journey of making the players reach safely to their destination. The story depicts how both perform their tasks effortlessly on a MRF tyre which was born to perform on the race track or on any road.
3. KitKat India vs. KitKat South Africa (SA)– Epic Twitter war!
The Cricket World Cup 2015 has lit social media on fire. The on field battle has trickled down to Twitter as well, even brands like KitKat and their country specific twitter handles are getting into the competitive spirit.
This whole thing started when KitKat India sent KitKat SA a friendly tweet:
Then KitKat SA's reply set the ball in motion for the epic brand Twitter war:
All throughout the India vs. SA match on February 22nd 2015, KitKat India’s Twitter handle came up with sketches depicting the high’s and low’s of the match. And the rest as they say is history.
4. Lay’s “Yeh Game hi hai…Taste ka!”
Lay’s ‘Yeh Game Hi Hai…Taste Ka’ campaign captures the frenzy which grips India when the ICC Cricket World Cup 2015 is on and how mismatched timings of the matches this year creates a dilemma for viewers.
This year, the matches taking place in Australia and New Zealand are being broadcasted between 3:30 am and 12 noon, India time. When the matches are being played, many cricket fans across the country will be stuck at offices, day jobs and their daily schedules...Lay’s, as the Official Snack of the ICC Cricket World Cup 2015, is coming to the rescue of bewildered cricket fans across the country. The new campaign ‘Yeh Game Hi Hai… Taste Ka’ sees India’s heartthrob Ranbir Kapoor demonstrating some interesting ways to get out of sticky situations using the great taste of Lay’s and helping you enjoy the match with your friends.
The campaign cuts across multiple media vehicles, with significant presence across digital, retail, radio, print and TV. Innovative consumer activations and engagement activities will enable consumers to win tickets to matches in Australia and LED TVs.
The campaign, directed by Ravi Udyawar from RU Films features Ranbir Kapoor, Pankaj Kapur and Lisa Hayden, is a light hearted and fun take on the lengths a cricket fan is willing to go to catch every World Cup match. The campaign also has a riveting theme track penned by Amitabh Bhattacharya and composed by Dhruv Ghanekar of Wah Wah Music.
The Lay’s India Facebook and Twitter pages are engaged in creating conversations around the central message – #YehGameHiHaiTasteKa, while driving views to the ad video. A #YehGameHiHaiTasteKa contest has been hosted on both Facebook and Twitter, where users have been invited to get creative with their responses on how they would watch the match in a given tricky situation. The brand has also started the #LaysKePlays contest:
5. Yepme.com – West Indies Cricket campaign
Online fashion brand Yepme.com has launched its latest campaign featuring the West Indies Cricket Team. The campaign will be aired during the World Cup telecast on Star Sports and all other major GEC, music and movie channels. New campaign will play alongside the #freshfashion campaign starring Shahrukh Khan.
The campaign, which will cost Yepme, about Rs 30 crore, is its second big move in marketing after roping in Bollywood star Shah Rukh Khan as its brand ambassador in December.
It features players like Chris Gayle, Darren Sammy, Marlon Samuels and Captain Jason Holder sporting the Yepme collection of #freshfashion and sharing their take on how it goes with the famed West Indian flair. Yepme has sponsored the West Indies team in the ICC World Cup 2015 that is currently underway in Australia. The West Indies Cricket Team will play sporting the Yepme logo on their jerseys.
Sandeep Sharma, Founder and COO, Yepme.com said, “West Indies cricket stars like Chris Gayle, Darren Sammy and Andre Russel are known for their effortless style and have a massive fan following in our cricket-crazy nation. We are extremely proud of this association and look at this as an opportunity to spread the message about Yepme being the destination for the latest fashion with cricket lovers across the globe.”
The brand recently announced its ‘Fly To Australia and cheer for West Indies team contest’`, wherein 50 lucky winners who downloaded its app and answered a simple question on Fresh Fashion are given tickets to Australia and a chance to watch the West Indies team live, along with 3 days and 2 nights’ accommodation.
The Indian fans are now looking forward to the much-awaited encounter between India and West Indies on March 6, 2015 at WACA, Perth.
