There are more than one lakh passionate Indian cricket fans in England and Wales for the ICC World Cup 2019. Billions other follow the action on television and other mediums of live broadcast and coverage. The passion that makes cricket a religion and World Cup the biggest festival for this sport, is also a commercial opportunity that brands explore in different ways.
There are million dollar sponsorship deals to ensure global visibility. Then there are smart activations to capitalise the once-in-a-four-year opportunity. The brands are leveraging th opportunity on different pretexts. World Cup has been the theme of campaigns and commercials.
The brands are releasing their campaigns associated with the ICC World Cup in order to leverage the World Cup fever. Brands like Arieldetergent The Man Company ( men’s grooming brand) and footwear brand Mochi India have made their bids to ride the World Cup commercial bandwagon.
Ariel’s nostalgia campaign #2011Dobara
Ariel’s #2011Dobara takes viewers down memory lane when India won the World Cup in 2011. It makes them relive the anxiety, hope, fear, cheer, joy, pride and celebration that all Indians experienced during the final match that was played on 2nd April 2011, after which Team India lifted the Cricket World Cup after 28 years. Ariel’s new campaign hopes to repeat the magic of 2011 win and at the centre of all this is the lucky jersey that people hold so close to them. This lucky jersey needs to rework its charm but before that it needs to be washed with Ariel to remove the stains that followed the win- stains of cake, cold drink, wine, sweat etc.
The ad film was shared on social media by eminent names like Zaheer Khan, Harbhajan Singh, Yuvraj Singh, Virender Sehwag, VVS Laxman, Suresh Raina, Ravichandran Ashwin, Sagarika Ghatge, Geeta Basra, Piyush Chawla, Mayanti Langer etc.
Tonic Worldwide’s #TheManGotGame campaign
The campaign has been conceptualized and executed by team Tonic Worldwide. With its roots in India’s passion for cricket, #TheManGotGame is not only a tribute to the gentleman’s game, it is also an initiative to encourage our very own ‘Men in Blue’. ‘The man’ refers to the brand name, and ‘Got game’ refers to the World Cup, grooming and gentlemanly etiquettes.
To take the campaign a notch above, The Man Company have also signed with a famous Indian cricketer whose name will not be revealed yet.
Mochi’s Unique Campaign #NOMeetingPost3pm
Mochi, India’s favorite footwear brand, has launched a campaign which is a boon to all cricket fans. With heightened World Cup excitement amongst Indians who want to see their team play and win, MOCHI keeps the passion of the corporates elevated by supporting them against attending meetings post 3pm. To enhance their experience of watching the matches during office hours, MOCHI invites employees to sign a petition of #NOMeetingPost3pm on days India plays the matches.