Taproot Dentsu, the creative agency from Dentsu Aegis Network, has rolled out a campaign for Network 18’s CricketNext.com.
The campaign comprises of two films, in which arm-chair experts are unexpectedly given a platform where they can be heard and valued.
The campaign stars Anil Kumble as a commentator. The first video presents Kumble in the commentary box as the two other characters as common man or the ‘arm-chair experts’ watch the game on television.
The second video toss presents a dialogue between Kumble on the television screen and the fan in the drawing room, who is living her ‘arm-chair expert’ excitement whether the team should bat or bowl first after winning the toss.
Speaking about the campaign, Rahul Kansal, Group Brand Advisor, Network18 said, “Cricket Next is a next level app for the next level fan. Beyond just giving live scores and basic commentary, it invites passionate cricket fans to offer their opinions and share their insights on the game. The film tries to dramatise this promise… that it’s an app where fans rule.
Neeraj Kanitkar, Creative Director, Taproot Dentsu said, “The all-new CricketNext app is a homage to the ultimate cricket fan who is always ready with an opinion but has nowhere to voice it. This app is a platform where this fan’s every opinion on team selection, on-field strategies etc. is not only heard but welcomed. The TVCs are a dramatic representation of this, with Anil Kumble literally breaking the fourth wall and acknowledging the ultimate fan’s opinion.”
The campaign highlights the CricketNext app as the “next level app for the next level fans – where fans rule.”