The following article is based on my own interpretation of the said events. Any material borrowed from published and unpublished sources has been appropriately referenced. I will bear the sole responsibility for anything that is found to have been copied or misappropriated or misrepresented in the following post.
PNS Satish Kumar, MBA 2014-16, Vinod Gupta School of Management, IIT Kharagpur.
This post is in accordance with the article published in financial express on 10th march-2015
In a country where cricket is a religion, devotees weren’t excited enough for the biggest extravanza – the ICC Cricket World Cup 2015. This world cup season, as 14 cricket playing nations are warring to win the big trophy, the brands and their campaigns have already did it and in a big way. The brands have come up with some really interesting campaigns that are saying less about their brand and more about cricket and the nation’s love for the game. This way the company kills two birds with one stone. Not only does the brand get its share of limelight, it is also able to establish a very rich relationship with the game of cricket
Watching cricket on TV is fun. But this time it is much more joyous. The reason is the advertisements telecasted during the match. Previously they used to telecast their ads which range from being “least relevant to the game” to “not at all relevant”. But this time around, most of the campaigns are designed around the game. These ads have innovative storylines, few are humorous (Cricket ka keeda to hoga hi, jab ho Cricbuzz a mobile app, Brand: Cricbuzz.com), few are dramatic (The best a fan can get, Brand: Gillette), few are adventurous (For those who don’t watch live, Brand: Sun dish). Micromax made an anthem for cricket for its campaign Micromax Unite. Then there is this campaign by star sports “Mauka – Mauka”, which is way ahead of the rest. This ad campaign is aimed to highlight India’s matches. This ad is a fine mix of history, humor, wit and adept timing. This is hugely successful and it’s trending hot. And this is a perfect example of what a brand can do to a right ad.
The promotional campaigns purpose is to attract attention. And these surely succeeded in doing so. These campaigns were scoring well with viewers and it’s a win for brand and audience as well.