MUMBAI: After delighting unsuspecting movie-goers in PVR Cinemas and commentating live for the India-South Africa match, Ramesh and Suresh, who feature in the ad for Cadburys 5 Star, have a new job up their sleeves.

Responding to requests made by Cadbury 5 Star fans, OgilvyOne made the duo India’s unofficial cricket coaches, who were on a mission to teach everyone, including our boys in blue, a thing or two about cricket.

All through the day, the brothers kept eating Cadbury 5 Star, kept getting lost and giving coaching tips to the teams, umpires, audience and their fans. Understanding youthful demands of constant entertainment, the brand decided to leverage Vine by creating real time video content.

With 20 Vine videos that ranged from fielding instructions, to dealing with sledging, from a booty shake celebration to a special message to Virat Kohli, they found a way to make the match even more enjoyable.

OgilvyOne senior creative director worldwide George Kovoor said, “This is the first time a brand has used Vine to create real time video content during an event as big as the Cricket World Cup. It is also one of a series of social media innovations and ideas that Cadbury 5 Star created to start conversations during the World Cup and amplify the promise of Jo Khaaye Kho Jaaye.”

Twitter:

· Impressions: 526K

· Tweets: 4375

· Mentions: 2029

· RTs: 2080

· Favorites: 1031

Vine:

· Loops: 86,561

· Top Vines:

o   Running Between the wickets:

o   Victory Dance:

o   Umpire:

Facebook:

· Reach: 1,987,200

· Views: 50,884

· Likes: 53,725

· Comments: 290