Sony Sports Network launched a new ‘Non-Stop Cricket’ campaign to promote its coverage of India’s favourite game through a trio of films featuring actor Pankaj Tripathi and Indian women’s team star Smriti Mandhana running across the sports networks television channels and social media platforms as well as amplification through the two stars’ own personal social platforms.
The campaign, conceptualised by Scarecrow M&C Saatchi, emphasised the breadth and depth of the network’s cricket coverage and includes the tagline: ‘AB Cricket Fans Ke Paas Hai Celebration Ka Big Reason, Kyunki Sony Pe Dikhega Cricket Ka Full Season!’.
The launch spot, which talks about eating, sleeping and breathing cricket, was shot at multiple locations all of which see cricket star and multiple ICC ‘Women’s Player Of the Year’ winner Mandhana literally serve non-stop cricket to hardcore fan Tripathi to showcase the multiple cricket series and tournaments which will be broadcast on the sports network in 2022.
The ad’s music was composed and sung by Hanif Shaikh with a style that sets out to captures the passion for cricket and the creative mood to appeal to fans to get lost in the world of cricket on the Sony Sports Network.
“We have taken a clutter breaking approach and used a leading woman cricketer to promote men’s cricket in a first of its kind campaign. Smriti Mandhana, the opening batter for Team India was a perfect choice to front our campaign, ‘Non-Stop cricket on Sony Sports Network’ and the films showcase and cement our position as the best destination for year-round quality cricketing action,” explained Sony Pictures Networks India Chief Revenue Officer, Distribution & Head Of Sports Business Rajesh Kaul. “With over 1800 hours of LIVE cricket, our fans will get to watch exciting matches that includes India Men’s and Women’s cricket series, International T20i leagues and more.”
Indian Women’s Cricket Team star Smriti Mandhana commented: “I am really excited to be a part of the ‘Non-Stop cricket on Sony Sports Network’ campaign. The messaging is not only innovative but also progressive. It is a great association, and I am really looking forward to the cricketing season on Sony Sports Network.”
Actor Pankaj Tripathi added: “I am delighted to be a part of such an inclusive campaign by Sony Sports Network where Bollywood meets Cricket in an innovative manner. The campaign takes a clutter-breaking route with Smriti Mandhana, one of India’s top cricketers, promoting Men’s cricket among others from the non-stop cricket roster on their network.”
Sony Sports Network has a busy cricket calendar in 2022 boasting more than 1800 hours of live cricket across its channels with content including bilateral Men’s and Women’s cricket series, international leagues, and domestic competitions.
This campaign seeks to stand out from many other more conventional cricket campaigns as, for the first-time, it is fronted by one of India’s biggest female cricket stars who champions all formats of the game.