Early April saw Indian broadcast behemoth Star Sports begin to get fans ready for the for the upcoming ICC Cricket World Cup 2019 with a promotional campaign set to the ‘Le Jaayenge’ tune and which positions the tournament’s trophy as the ‘Crown Of Cricket’.
The multi-platform campaign, conceptualised by Ogilvy India, revolves around a central #CricketKaCrown idea and is led by a series of films with further content running across radio, outdoor, digital and social channels and on-the-ground activation and digital will
The initiative was spearheaded by a launch commercial that opens up with the Queen and members of British royalty (well, actors comically playing their roles) at a seemingly stuffy banquet being held to launch the tournament.
In the middle of the event, one of the waiters rips away his suit to reveal his Indian jersey and starts the group singing ‘crown cricket ka madamji hum le jaayenge’.
The song slowly gains momentum as the spot evolves as other guests also remove their suits to reveal they are wearing kits from all the other other participating countries who all begin competitive dancing and singing until all etiquette is abandoned and the event becomes a full blown celebratory cricket party.
“The ICC Cricket World Cup is regarded as the most prestigious prize in World Cricket both, by players and viewers. Bringing the competitive element that every country holds during this tournament; the campaign showcases the very nucleus of the sport and how every team is going to England to get their hands on the Crown of Cricket,” explains Star Sports CEO Gautam Thakar
“With more fan films in the pipeline, Star India is excited to bring the #CricketKaCrown theme alive and provide a spectacular TV viewing experience for the fans across the country.”
Sukesh Nayak, Ogilvy Indian CCO added: “This is the World Cup. It’s the crown of cricket. And the best in the world are coming to England to get it. Our big idea came from the thought of coming to England to get the crown. We took a fan perspective to this entire thing.”
The 2019 tournament will be held in England and Wales between 30 May and 14 July.
Comment:
A classically upbeat official broadcaster promotion that aims to drive anticipation, excitement and buzz and make sure the public knows where to watch the tournament.
Connecting the tournament host nation England to crowns is a straightforward step and the idea of the Indian team travelling to the UK and coming back with the crown is certainly something of a colonial era reversal/revenge mission.
Whether this is actually a deliberate underlying message isn’t exactly clear.
Links:
Star Sports
https://www.facebook.com/StarSportsIndia
https://twitter.com/StarSportsIndia
https://www.instagram.com/starsportsi…
https://www.youtube.com/user/espnstar
Ogilvy India
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