Tag: 2019 Cricket World Cup

  • The Silver Lining to India’s World Cup Exit

    The Amul topical ad after the Indian team’s loss in the semi-finals of the Men’s World Cup Cricket 2019

     

    By Shailesh Kapoor

     

    This week has been headlined by India’s semi-final exit from the 2019 Cricket World Cup. In a semi-final played over two days, league-stage toppers India went out to New Zealand, albeit after giving a tough fight in a run chase that had gone all wrong within minutes of it starting. While the end of India’s World Cup dream has meant heartbreak for many fans, it has easily been the most mature media and fan response one has seen to India’s elimination from a World Cup in years.

     

    Take 2015, for example. India lost to Australia in a fairly one-sided semi-final, falling 95 short of a big run chase. Having stayed unbeaten in the group stage, it was India’s first defeat in the tournament, but it was enough to send them home. Many would remember Arnab Goswami’s “Shame In Sydney” coverage from that night, and the social media backlash it received. But he was not the only one. Several news channels, across languages, did not take too kindly to the defeat. India had been simply outplayed by the host nation on the given day, but that this can happen in sport was not important for the electronic media to understand. They played to, what they thought is, the sentiment of the fans. Except that social media now allows you to gauge the fan sentiment in real time. And the social media verdict was clear: There was no shame in losing to the better team on the day after playing a great World Cup for more than a month. While the print media too was mature and restrained the next morning, the TV coverage was the old-school, of the ‘Match Ke Mujrim’ variety.

     

    This week, even the electronic media has fallen in line. Perhaps it’s the late surge from Jadeja and Dhoni, who took India within striking distance, that played a role in how the story was played out. If India had folded up for less than 150, a very likely option at one stage, the daggers may have come out in more numbers. But on Wednesday, the few, like ABP News, who presented India’s exit story as a “failure” were firmly rebuked by big numbers on social media.

     

    I find this evolution of the Indian fan fascinating. We are not a sporting nation by culture, and understanding defeat in big-ticket sport doesn’t come intuitively to us. But somehow, over the last five years, there has been a sobering down of reactions after losses in key matches. Perhaps it’s a function of us winning more often than not these days. But there’s also little doubt that sobering and influencing voices on social media that have been able to influence how fans think about and approach the game.

     

    As a follower of cricket over the years, if you have seen the agony of 2007, you have seen it all. India’s early (first week) exit that year was torturous, to put it mildly. It brought out the worst in fans and the media. But the performance was so lacklustre that even the most moderate voices found it difficult to appeal for restraint. It took an unlikely World T20 win later that year for that ghost to be buried. Though for many like me, that one week featuring losses to Bangladesh and Sri Lanka will remain the worst week in Indian cricket for a lifetime.

     

    We have come a long way since then, both on and off the field. There has been ample dignity at display this week. And that’s a wonderful sign for the future.

     

     

  • Dabur launches #SabkoChabaJaenge digital campaign for World Cup

    By A Correspondent

     

    Dabur has launched #SabkoChabaJaenge, a digital-first campaign to promote its brand Red Toothpaste during the 2019 Cricket World Cup. The campaign kicked off with a creative designed for India-Pakistan and this was followed with specially designed creatives for each of India’s matches. Starcom India, the Media AOR of Dabur, has managed this campaign.

     

    Said Harkawal Singh, Head Marketing, Oral Care, Dabur India: “Protection from Dental Problems for Strong Teeth and Healthy Gums is the core promise of Dabur Red Paste. Cricket is one of those opportunities that allows your brand to reach out and engage with a large audience. We wanted an idea for the digital platform to connect with the newer audience that gets missed through the traditional medium. The idea of winning over the opposition through ‘chewing’ made for a perfect platform to marry the product truth of strong teeth in a competitive sphere. This helps make Dabur Red Paste not just a product, but an experience with a much stronger re-call factor. Sabko chaba jaayenge gave us the perfect plank to have this conversation in a fun and engaging way while subtly plugging in the Dabur Red Paste benefit.”

     

     

  • Ola’s latest ad film urges fans to never miss a World Cup match

    By A Correspondent

     

    Taking a fresh spin to the campaigns around the 2019 Cricket World Cup, Ola unveiled its latest music video that embodies the enthusiasm of cricket lovers to watch the tournament promising them a reliable ride to their destination to catch the match.

     

    Conceptualised and developed by Leo Burnett Orchard, the campaign emphasises on what is most important to fans – the sheer pleasure of watching cricket at their preferred location.

     

    Speaking about the campaign, Anand Subramanian, Senior Director, Marketing and Communications at Ola said: “This video reiterates Ola’s versatility and its long term commitment to meet the dynamic needs of Indian consumers. An extension of the brand’s promise, the campaign highlights how easily and seamlessly Ola gets you to your preferred destination. With the World Cup being one of the most watched cricket tournaments in the country, this campaign is bound to strike a chord with cricket buffs, ensuring they’re able to get to where they want to be to cheer for their favourite team.”

     

    Added Amod Dani, ECD, Leo Burnett Orchard: “We were looking for a unique and innovative way to capture the synergy between cricket and music. With this video, we not only showcased the emotion, zeal and excitement of cricket fans to watch the matches but also demonstrate how Ola is the ideal solution to fulfilling the commuting needs of Indians. This was a great opportunity for us and are pleased to have created this campaign with Ola.”

     

     

  • EazyDiner rolls out new marketing campaign featuring Yuvraj Singh

    By A Correspondent

     

    EazyDiner has rolled out its new World Cup campaign titled “Free Hit with EazyDiner” featuring Yuvraj Singh as its brand ambassador. The digital and outdoor campaign aims to drive footfalls to over 300 restaurants across 12 cities in India during the 2019 Cricket World Cup. The campaign will be on until the July 14, the day of the World Cup final.

     

    Talking about the campaign, Rohit Dasgupta, CEO and co-founder of EazyDiner, said: “Cricket World Cup is undoubtedly one of the biggest tentpole events in the Indian calendar. With this campaign, we aim to impart an enjoyable dining and entertainment experience to diners across India. For the restaurants, the campaign aims to drive higher footfalls and thereby generate more revenues during this month long event. We are also extremely excited to have Yuvraj, who won India the 2011 World Cup, on board for this month long extravaganza.”