ESPNcricinfo, cricket’s go-to digital destination, have unveiled their latest, 4-part film campaign that aims to unite cricket lovers and add momentum to the ongoing cricket fever, which will only intensify with the Indian Premier League entering its knockout phase before the ICC World Cup 2019 takes over.
With the tagline ‘Bhoot Cricket Ka’, ESPNcricinfo aims to connect with cricket crazy fans, blurring geographical and cultural boundaries to unite those gripped by the game. It is common knowledge that the cricket fandom in India is massive. According to the global market research conducted by ICC, 90% of the 1 billion global cricket fans belong to the Indian subcontinent.
Two of the four TVCs are being launched during IPL 2019 on various digital and television platforms, and the remaining two will be go on air ahead of the ICC World Cup 2019.
The campaign builds on the momentum from ESPNcricinfo’s previous campaign #CricketsBiggestFanclub, by taking ‘fan-dom’ to its next level: obsession bordering on the paranormal.
Through the #BhootCricketKa campaign, ESPNCricinfo invites all cricket lovers to the platform that truly understands cricket fever the best. While humour cuts across age groups, it strikes a stronger chord with the younger audience of 15-25-year-olds, the target audience for the campaign.
Commenting on the campaign, Gaurav Thakur, director of marketing and business development at ESPNcricinfo said, “This year, with IPL and World Cup being played back to back, is a period of high decibel cricket bonanza for fans. The ad films creatively showcase how ESPNcricinfo is geared up to provide a dose of cricket to enthusiasts anytime, anywhere, doubling up as a one-stop-shop for cricket.”
John Francis, director, adds, “We went for a fresh and zany take on cricket fever. And the horror-comedy genre is a totally fresh style not just in the category but even in the country. Using different setting and backdrops, we emphasize on how ESPNcricinfo is accessible to fans at all times, regardless of where they are, and each film’s eeriness is elevated by a notification from ESPNcricinfo.”
The IPL final will be played on May 12 at Hyderabad and then cricket’s biggest fair – ICC World Cup – unfolds on May 30 and runs till July 14 in England and Wales.