Indian cola brand Thums Up, an official partner of the International Cricket Council (ICC), launched its activation programme ahead of the upcoming Men’s ODI World Cup in late July through an integrated initiative which asks a simple question – Will India Win?
Titled ‘Thums Up Uthao, World Cup Jao / Pick Up Thums Up, Go To the World Cup’, the idea behind the campaign is to get Indian cricket fans to share their views on who will win the tournament and reward those who answer successfully with tournament tickets.
Created by agency Ogilvy, the Coca-Cola owned brand’s campaign was fronted by Indian cricket commentator and journalist and now brand ambassador Harsha Bhogle.
It spanned TV, digital and social, plus in-store and packaging and it was led by a hero spot titled ‘Thums Up ICC’23 X Harsha Bhogle | Pick Up A Thums Up. ICC Men’s World Cup ’23’ which debuted online on 26 July.
The campaign copy both states and asks ‘India will win this time! Will India Win?’ and explains the contest which encourages consumers and cricket lovers to purchase a special can on Thums Up, scan the QR code and then vote for who will win. All those who vote will be entered into the draw to win ICC Men’s 2023 World Cup tickets.
The anchor ad is supported by a set of social content running across the brand’s own channels and fans can also vote on a bespoke page on the brand’s website.
“Amidst the excitement building up for the World Cup this year, the first phase of our integrated campaign ‘toofan uthao, world cup jao’ embraces India’s love for cricket and empowers fans to voice their support for their favourite cricket team,” said Coca Cola India and South-West Asia Senior Category Director (Sparkling Flavours) Tish Condeno. “Coupled with our split can packaging, Thums Up becomes the pulse of the nation during the ICC World cup.”
Ogilvy Indian (North) CCO Ritu Sharda added: “This World Cup, India will win or will India win, this is the debate on every Indian’s mind. As we stand by our team and believe they will win, we can’t help but wonder about the form and calibre of the other heavy weights that will make this world cup a nail-biter. In a very Thums Up way, this is the debate we’ve captured for our big ICC Men’s Cricket World Cup 2023 campaign. As the official beverage partners, we’ve launched an all-platform campaign that starts with the debate right here on our cans and gets more toofani as the World Cup comes closer. This is part one, stay tuned for more toofan.”
Comment
The 2023 ICC Men’s One Day Cricket World Cup will be held in India. A total of 10 teams will play across 10 venues from 5 October to 19 November with the huge Narendra Modi Stadium in Ahmedabad (which can accommodate 132,000 spectators) hosting the tournament opener and the final.
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