MUMBAI: The India vs Pakistan cricket matches are always a nerve tester for players, but this time the test was not restricted to the green field alone. The test went on to the creative desks of advertising agencies. The mission being: to make a unique presentation for their client and garner viewer attention.
The marketing blitz was started by Star Sports, the official broadcaster for the ICC Cricket World Cup, when it launched a TVC emphasising on the history of the two teams in 50 overs World Cup since 1992. Named Mauka (opportunity), the TVC depicts how Pakistan has never been able to burst crackers after a match against India in the World Cup. The TVC starts with a young man buying crackers in 1992 when Pakistan played against India for the first time in the World Cup. Pakistan lost the match and since then after every four years he gets the box of crackers out but Pakistan loses. Eventually his kid starts getting optimistic and removes the box but Pakistan continues to lose, so the dejected father and son keep waiting for a mauka (opportunity). The campaign has been planned and executed by Star India and its internal creative team.
Star, as an extension to the mauka campaign, has now launched another TVC. This time it emphasises on how India has never won a match against South Africa in the World Cup. The two teams face each other on 22 February and it remains to be seen what Star comes up with after that.
If Star’s TVC was about competition and comparison, Pidilite came up with a totally different concept. The brand used the emotional quotient of the neighbouring countries to garner attention with its todo nahin jodo (don’t divide, unite) campaign. The film opens with an arched gate. One soldier each from both sides is seen parading and marching. Each is trying to outdo the other, and as they go through their marching routine, the Indian soldier notices the peeled shoe sole of the other soldier. Fearing a loss-of-face, as crowds look on, he looks appealingly at his rival on the other side. The other soldier waves his arms about in a flurry of movement following which the shoe is shown as being fixed. A slow motion replay reveals that the soldier has in fact pulled out a tube of Fevikwik and mended the shoe instantly, the action hidden by the speed of his movements. The march continues and the soldiers salute each other at which point, a Super appears on screen while a VO is also heard saying –Fevikwik. Todo nahin, Jodo! (don’t divide, unite).
Commenting on the campaign O&M executive chairman & creative director South Asia Piyush Pandey told Indiantelevision.com, “Fevikwick is a brand of bonding so while there was animosity everywhere we decided to take the path of unity. The ad depicts competitiveness but ends with a smile and Fevikwik is about bringing a smile on the face of everyone in the world. The ceremony is something that happens every day.”
The ad is buzzing on social media, and will certainly trend for a while. While the entire world was supporting either of the teams, the Pidilite ad successfully brought a smile to each and everyone irrespective of their domicile.
Madras Rubber Factory (MRF) also launched its campaign during the India vs Pakistan match. The film begins with the Indian cricket icon Virat Kohli getting a call from a girl and Formula 1 driver Narayan Kartyekein connected to the technical team in the racing circuit. Both of them are given five minutes to reach their destination. Kohli drives a sedan while Karthikheyan drifts on his racing car. Both start racing to meet their respective deadline. The ad emphasises on the tyres and with a motto to establish itself as 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 ad has a very abstract ending.
Speaking about the campaign Lowe Lintas executive director G V Krishnan asserted, “MRF has been serving the country for over 60 years by providing new age solutions in the tyre category. We have been in the forefront of tyre technology and go to great lengths to test the performance of our tyres and subject them to rigorous tests on the race track. All with an intent to provide the very best of customer experience. We chose Virat and Narain as both are performers and stretch themselves to deliver consistently. The story with Virat and Narain depicts how both perform their task cut out effortlessly on a MRF tyre which was born on the race track to perform on any road.”
On the target audience, he said, “The entire Indian Diaspora was our target. It certainly communicated the message that we were trying to and we have received good feedback.”
Indian telecom network Airtel also used the platform to launch its One Family One Plan scheme. The brand used family drama as its unique concept. The ad shows how a child is being extremely nice and sweet to his father. The Airtel One Family One Plan enables member of the family to share his or her plan with the other. So the kid behaves nicely to his father to get blessed with a share of the family postpaid plan. The mother is also very much present throughout the ad and encourages the kid. The ad uses famous Bollywood song Phoolon ka taroon ka sab ka kehna he ek hazaroon mein meri behna hai with some modification. Keeping the tune same, the song is re sung where the behna (Sister) is replaced by papa (father).
Speaking about the commercial Taproot co-founder and chief creative officer Santosh Padhi said, “The TVC has nothing to do with sports. We decided the cricket World Cup as the right time to launch the campaign. The ad is made to depict family emotions as the product is one family one plan. Depending on the product, we execute our creative plans and we did the same this time too.”
Dettol India also used the platform to launch its Maa Mane Dettol Ka Dhula (mother trusts only Dettol) campaign. The hygiene product manufacturer launched two TVC’s during India – Pakistan clash. Both the commercials emphasise on the mother’s care for their children. Dettol dettol chants are used in various parts of the ad.
Cricbuzz.com, a property of Times Internet which provides all round cricket coverage of international and other domestic cricket tournaments from around the world has launched its first marketing campaign in the form of TV ads. It revolves around the concept Cricket Ka Keeda To Hoga Hi, Jab Ho Cricbuzz Ka Mobile App, which translates to - The Cricket Bug will surely bite you, when you have the Cricbuzz mobile app on your smartphone. The TV ads present real life scenarios and how the Cricbuzz App changes the way you react to them.
Cricbuzz Milk Ad: The ad starts with a man engrossed in his phone while entering the door. He apparently was asked to get milk by his wife. When the wife sees him she asks for the milk, he replicates the bowling action and throws the packet on her head. When he sees his wife’s stunned face he says, Bouncer tha, duck karna tha na baby! (baby! You should have ducked, it was a bouncer).
Packaged food brand Lay’s, too came up with a new ad titled Yeh Game Hi Hai Taste Ka (the game is of taste). The brand has used the timing as its unique selling point. The World Cup timings are indeed problematic for a cricket fan. The Ranbir Kapoor starrer TVC emphasises on how Ranbir successfully manages to rescue his friends out from their respective work place to catch the World Cup action live on TV.
Mobile app Saavn also roped in Ranbir Kapoor for its pitch jo bhi ho playlist saavn ka ho campaign. The video emphasises on how an Indian gets carried away by the world cup fever and uses abusive language to depict emotions.
Another video from Saavn sees Ranbir informing viewers on the new ways of playing music. Narrating rhythmic dialogues the film star explains the evolution of mobile music. The video ends with Ranbir saying Saavn daalo Music barsao dialogue and entering a theater.
Besides the new advertisements, many brands kept their old TVCs running during the World Cup. E-commerce venture YepMe continued with the Shah Rukh Khan starrer TVC. Ceat tyre too stayed with the chik (sneeze) ad featuring Irfan Khan. The TVCs were well complemented by innovative L bands throughout the match.
Overall, the ICC Cricket World Cup is turning out to be an exhibition of TVCs where creative minds are going all out to leave an impact on the viewers’ mind. While some are going for high profile celebrities, others are trying to win hearts conceptually. Todo Nahi Jodo is amongst the most popular videos on YouTube and certainly leads the lot.
