2Client Name > Project Name
Content
3 - 7 > Introduction & Overview
8 - 34 > Official ICC Sponsor Highlights
9 - 15 > Reliance „Best Wishes’ & „Boundaries For Books’
16 - 20 > Hero Honda „Kricket Ka Karizma’
21 – 34 > Pepsi „Change The Game’
35 - 59 > Player/Team Sponsors & Guerilla/Ambush Highlights
36 – 51 > Nike „Bleed Blue’
52 - 59 > Adidas „No Ball Wasted’
4Cricket World Cup > India > 2011
Key Marcoms Trends Overview:
Indian Patriotism vs Globalisation
Tradition/Heritage vs Change/Now
Fan Participation Through Marketing
Reworking Of Previously Seen Creative
5Cricket World Cup > India > 2011
‘The World Cup in India is a big event from a viewership perspective and that’s why marketers are interested. It is a great format with 14 countries, 50 overs, and with India in good form we are hoping they perform well and we get the return on investment,’
Sanjay BehlReliance Communications Marketing Head
6Cricket World Cup > India > 2011
‘Fan behaviour has changed since the last India World Cup. Everybody wants to be a part of what’s happening. Fans want active engagement not passive viewing. They want to be a part of the action, to interact with their favourite cricketers, know their views, have a voice and be rewarded for their passion.’
Yashraj VakilRed Digital COO
8Cricket World Cup > India > 2011
Main Sponsors:
Reliance Communication
Hero Honda
Pepsi Co
LG
Emirates
Reebok
Yahoo
Castrol
Money Gram
Associate Sponsors:
Sony India
Vodafone
Idea Cellular
Maruti Suzuki
Phillips India
Airtel Digital TV
10Cricket World Cup > India > 2011
Reliance Communications bases its marketing
around enhancing customer experiences of India‟s
three main national passions – cinema, music and
cricket
Category
Sports > Cricket
Event > Property
One Day Cricket World Cup
Rights Owner > Body
ICC
Rights Holder > Brand
Reliance Communication
Sponsorship Level
Global Partner
Campaign > Initiative
Best Wishes
Boundaries For Books
11Cricket World Cup > India > 2011
Overview
> Reliance, India‟s largest telecoms provider, bases its marketing on enhancing
its customers experience of India‟s three passions – cinema, music and cricket
> Its cricket association and sponsorship activity dates back to 1987
> In addition to its Global Partner sponsorship status it also offered a live ICC
World Cup match streaming service on selected handsets via a monthly package
> Main thrust of activity was „Best Wishes‟ campaign – launched in January 2011
> Most eye-catching aspect of campaign was the „signature‟ strand - revolving
around collecting signatures from members of the public to wish the Indian Cricket
team the best of luck for the tournament and promote the spirit of the game
> The flagship element was a 30 foot high cricket bat in Chandigrath on which
members of the public signed their names and wrote their good luck messages
> Cricketer Ishant Sharma started the signature campaign by putting his own
signature on the giant bat – which stayed on site until the end of the competition
> In collaboration with Chandigarh Tourism, the bat (30 ft x 4 ft) was full of names
within a few hours of the launch so the flex surface was changed regularly to allow
more people to sign it. It was eventually handed to the India team
12Cricket World Cup > India > 2011
Reliance Communications > Best Wishes > Outdoor > ICC Cricket World Cup 2011
13Cricket World Cup > India > 2011
Overview
> Another interesting aspect of Reliance‟s Cricket World Cup sponsorship was its
„Boundaries For Books‟ initiative backing non profit organisation „Room To Read‟
> Room to Read was the ICC‟s charity partner for the 2011 World Cup and
Reliance Life contributed Rs 25000 for every six hit during the World Cup
>The proceeds were used to build libraries and provide books (English and local
language) to under-privileged children in India.
> Indian captain Mahendra Singh Dhoni, Sachin Tendulkar, Dale Steyn, Shane
Watson, Angelo Matthews and Ricky Ponting all contributed to this cause by
recording promotional messages for the campaign
> Each six ensured 30+ kids access to libraries with books and teachers
> The idea is to promote literacy amongst children who do not have access to
educational material, as these children are the future of our country
> The programme ties in with the existing Reliance „Big FM, Big Cinema & Big
CBS‟ platforms promoting its 'Hit illiteracy for a Six„ campaign
> Donations were made online and cricket prizes were given to the biggest donors
>See www.facebook.com/RelianceLifeInsurance or www.roomtoread.org/worldcup
”I am honoroured to be
associated with Room to
Read and the „Boundaries
for Books‟ campaign
during the ICC Cricket
World Cup 2011. I realize
how important it is for
everybody to have the
opportunity to have access
to books. Room to Read is
making reading a reality
for millions of children, as
they say „World Change
Starts with Educated
Children‟. I am committed
to helping this organization
reach as many children as
they possibly can.”
Shane Watson (Australia)
14Cricket World Cup > India > 2011
Reliance Communications > Room To Read / Boundaries For Books > CSR > ICC Cricket World Cup 2011
15Cricket World Cup > India > 2011
Reliance Communications > Room To Read / Boundaries For Books > CSR > ICC Cricket World Cup 2011
16Cricket World Cup > India > 2011
Reliance Communications > Cricket Mania > Radio > ICC Cricket World Cup 2011
17Cricket World Cup > India > 2011
A promotional strategy built around it‟s flagship
“Karizma ZMR” model – promoted by the “Kricket Ka
Karizma” gaming campaign.
Category
Sports > Cricket
Event > Property
One Day Cricket World Cup
Rights Owner > Body
ICC
Rights Holder > Brand
Hero Honda
Sponsorship Level
Global Partner
Campaign > Initiative
Kricket Ka Karizma
18Cricket World Cup > India > 2011
Overview
> Hero Honda used its ICC Cricket World Cup 2011 sponsorship to raise
awareness and generate buzz around its flagship Karizma ZMR model
> There were many aspects to its official sponsorship activation, including:
> In-game TV spots
> Display Karizma ZMR model on a boundary podium in all grounds
> But its online/mobile Kricket Ka Karizma game attracted most marketing interest
> The game launched on 17 February and closed on 20 March across India only
>
> Indeed, the contest was open to all 18+ Indian citizens residing in India who had
a valid Indian mobile number with a valid proof of identity and address
(passport/voter‟s ID card/driving license)
> 11 max score winners entered into draw to win a victory lap at the final (although
it was unclear whether this victory lap took place in the way envisaged by the
brand and the players)
> See http://www.kricketkakarizma.com
19Cricket World Cup > India > 2011
Hero Honda > Kricket Ka Karizma > Gaming > ICC Cricket World Cup 2011
20Cricket World Cup > India > 2011
Hero Honda > Kricket Ka Karizma > YouTube > ICC Cricket World Cup 2011
21Cricket World Cup > India > 2011
Hero Honda > Kricket Ka Karizma > Facebook > ICC Cricket World Cup 2011
22Cricket World Cup > India > 2011
A campaign based on the insight that a revolution is
going on in cricket - leading to new bowling, batting
and fielding techniques
Category
Sports > Cricket
Event > Property
One Day Cricket World Cup
Rights Owner > Body
ICC
Sponsor > Brand
Pepsi
Sponsorship Level
Global Partner
Campaign > Initiative
Change The Game
Agencies
Taproot India
23Cricket World Cup > India > 2011
Overview
> Pepsi reported to spend US$6m a year sponsoring the ICC
> „Change The Game‟ was based on the insight that a revolution is going on in
cricket - T20 particularly has led to new bowling , batting and fielding techniques
> Linking this to the brand‟s core „youth-led‟ target market and the matching idea
that youth also defies authority and convention a multi-media campaign emerged
> Initially kicked off with TVCs, outdoor and press work – featuring a set of Pepsi
star player brand ambassadors
> The humour led spots began with India captain Dhoni learning a new „helicopter
shot‟, and then featured Pietersen‟s „switch hit‟, Sehwag‟s „upper cut‟, Singh‟s
„doosra‟ and Dilshan‟s „dilscoop‟. Outdoor and print matched these inventions
> A 'Change the game 11' contest ran from January to February 2011 searching for
the 11 best innovations by cricket fans and assembling a 'Change the game fan
11'. These winners won passes to all India‟s matches and acted as brand
ambassadors across social media platforms
> Social media played a powerful roll with personalised online community tools on
Facebook and Twitter and an online Pepsi crowd „mega wave‟
>See www.pepsichangethegame.com
26Cricket World Cup > India > 2011
Pepsi > Change The Game > Ambassadors > Press & Outdoor > ICC Cricket World Cup 2011
27Cricket World Cup > India > 2011
Pepsi > Change The Game > Ambassadors > Press & Online > ICC Cricket World Cup 2011
28Cricket World Cup > India > 2011
Pepsi > Change The Game > Ambassadors > Press, Outdoor & Online > CC Cricket World Cup 2011
29Cricket World Cup > India > 2011
Pepsi > Change The Game > Ambassadors > TVCs > CC Cricket World Cup 2011
31Cricket World Cup > India > 2011
Pepsi > Change The Game > Social Media > ICC Cricket World Cup 2011
32Cricket World Cup > India > 2011
Pepsi > Change The Game > Virtual Wave > ICC Cricket World Cup 2011
34Cricket World Cup > India > 2011
Comment
> There were some creative similarities with Pepsi‟‟s Fifa World Cup work in the
previous year
> With press, outdoor and online images focusing on players in body paint –
deriving from African body painting traditions (to intimidate opponents) and moving
across to Indian traditions
> Do the more aggressive, physical and contact traditions in football genuinely
translate to the world of cricket?
35Cricket World Cup > India > 2011
Pepsi > Change The Game > Echoes Of Other Campaigns – Pepsi FIFA World Cup 2010
37Cricket World Cup > India > 2011
A classic pledge-based patriotic campaign that aims
to bring to life the passion and obsession for the
sport shared by both Team India‟s players and their
fans
Category
Sports > Cricket
Event > Property
One Day Cricket World Cup
Rights Owner > Body
ICC
Rights Holder > Brand
Nike
Sponsorship Level
Official apparel sponsor of the Indian
National Cricket Team
Campaign > Initiative
Bleed Blue
Agencies
Pledge - JWT, Bangalore
Interactive - AKQA Shanghai
38Cricket World Cup > India > 2011
Overview
> „Bleed Blue‟ aims to brings to life the passion and obsession for the sport shared
by Team India‟s players and their fans
> This classic „patriot‟ style sports sponsorship initiative was fronted by Indian
team members and was activated across traditional media, consumer events,
grassroots outreach and social networking
>Initially spearheaded by a TVC and viral pledge spot featuring Team India stars
> Meshing real action with interviews, players like Khan, Kohli, Sreesanth,
Tendulkar, Dhoni, Singh and Gambhir share their Indian cricket passion to show
how the game is played, loved and revered from the perspective of the athlete
> Themes included aiming to dominate to the point where opponents fear them,
approaching the game head on, breaking down traditional boundaries, achieving
dreams, banishing fear/pain/excuses and giving their heart and soul to the game
and to their team and their country - unified by a common love for cricket
> Also supported by similarly themed outdoor, press and online activity
> The campaign‟s YouTube channel enabled fans to follow the views of the stars
and the fans with candid interviews from players such as Zaheer Khan, Virat Kohli,
and Sreesanth, and the official Bleed Blue fan „Goonj‟
39Cricket World Cup > India > 2011
Overview
> Another key strand of the activity saw 11 million handprints collected across
India via an innovative digital and events campaign that asked fans to express
their loyalty to the team by simply marking their handprint in blue.
> Fans were then able to post their unique handprint to their Facebook page to
share with friends and with India‟s men in Blue.
> Artists were also invited to contribute their interpretations of the “Bleed Blue”
theme - hosted on the Bleed Blue online gallery “Be True to Blue”
> Nike also used the match between India and Australia in the World Cup Quarter
Finals to launch Team India‟s „Considered‟ team kits
> These were made from recycled plastic bottles
> See www.nikecricket.in
45Cricket World Cup > India > 2011
Nike > Bleed Blue > Social Media - Facebook > ICC Cricket World Cup 2011
46Cricket World Cup > India > 2011
Nike > Bleed Blue > Consumer Particpation - Handprints > ICC Cricket World Cup 2011
47Cricket World Cup > India > 2011
Nike > Bleed Blue > Consumer Particpation - Handprints > ICC Cricket World Cup 2011
48Cricket World Cup > India > 2011
Nike > Bleed Blue > Consumer Particpation - Handprints > ICC Cricket World Cup 2011
49Cricket World Cup > India > 2011
Nike > Bleed Blue > Consumer Particpation - Handprints > ICC Cricket World Cup 2011
51Cricket World Cup > India > 2011
Comment
> Nike like Pepsi, seems to have taken inspiration from a previous idea
> Some executions feature Indian topless Indian players daubed in patriotic paint
with their arms outstretched
> Echoing previous creative from both Rooney and Ribery in World Cup football
related activity
> The UNH Wildcats also use the „I bleed blue‟ tagline
53Cricket World Cup > India > 2011
A multitude of World Cup related activity that all
focused on brand ambassadors/star players but took
markedly different strategic and creative approaches
Category
Sports > Cricket
Event > Property
One Day Cricket World Cup
Rights Owner > Body
ICC
Sponsor > Brand
Adidas
Sponsorship Level
Player sponsors
Campaign > Initiative
Impossible Is Nothing
Pure Cricket
Change The Game
No Ball Wasted
Agencies
Ogilvy & Mather, Mumbai
Red Digital
54Cricket World Cup > India > 2011
Overview
> Adidas ran several marketing activity strands relating to India„s ICC World Cup
> These rolled out at different times and activated across different platforms, but
all reflected the brand‟s belief, as expressed by Tushar Goculdas, adidas India‟s
director of sales & marketing, that „Cricket resides in the heart of Indians and has
a highly saleable value in the Indian market. It is an extremely popular sport in the
country with a huge fan following.‟
> Predominantly the brand‟s work played on its key p[layer sponsorship
programme
> This included work based around stars such as Sehwag, Tendulkar and Ponting
– the latter two of whom featured in the „Change the game‟ campaign
> Change the game, despite its name and sharing the same campaign title as
official ICC sponsor Pepsi„s World Cup initiative, took maa failry traditionaal
creative aapporoach from its typeface aand copy to its imagery and design
> It ran across both poster and print platforms and the nostaalgic design certaainly
made them classic collectible objects for some cricket fans
55Cricket World Cup > India > 2011
Adidas > Change The Game > Ponting & Tendulkar > ICC Cricket World Cup 2011
56Cricket World Cup > India > 2011
Impossible Is Nothing
> Building on the brand‟s umbrella „Impossible is nothing‟ marcoms idea was the
„No ball should be wasted/ I bowl my soul/Sometimes I can fly‟ campaign
> The highly stylised black and white work connected both to crickets traditions
and its past as well as to its future
> Launched back in 2010 it featured young Indian cricketers Sandeep Sharma,
Gaurav Jathar and Sahil Kukreja
> It ran across TV, print, outdoor, PR, grassroots events and digital (see
www.adidas.com/cricket)
> This campaign served as a useful connection with the fervour associated with
the 2011 ICC Cricket World Cup being held in India, Bangladesh and Sri Lanka.
> It consisted of three main consentient parts each representing a core aspect of
the game: “Bowler” features India Under-19 fast bowler Sharma, “Fielder” features
India Under-19 spinner Jathar and “Batsman” features Kings XI Punjab batsman
Kukreja
> The site also encouraged fans to come up with lines of their own to describe the
other unreleased images
59Cricket World Cup > India > 2011
Social Media
> Social media is fast becoming a platform where every individual has a presence
and adidas‟ Goculdas says the brand believes that „social media platforms offer
unique and exciting ways to engage our consumers
> Adidas cricket plays a key role in this strategy – a fan page featuring a raft of
content (including access to exclusive features on Tendulkar, Sehwag and Raina)
that now boasts in excess of 170,000 fans
>The site also encourages fans to upload self-created pictures to get a chance to
be featured as Adidas Cricket‟s profile picture with due credit.
> It also features the participatory „Dream 11.com‟ – Adidas‟ Fantasy Cricket Game
has seen 3,000-plus players competing at any one time
>Another strand is „Immortal World‟ which includes multiple breathtaking still shots
> Sachin and Sehwag‟s tweets are carried on adidas Cricket‟s Wall and other
engagement mechanisms include picture quizzes, spot the ball challenges and
jigsaw puzzles
>Consistent innovation and constant updates is the watchword for the programme
60Cricket World Cup > India > 2011
Objective
> When asked whether it increased sales in real time, Goculdas replied ‟our
presence in the social media is to ensure interactive communication to engage
with cricket fans and provide a platform where they can share the same passion
as we do. Initiatives such as these are taken to create resonance for adidas as the
ultimate cricket and sportswear brand in the consumers‟ mind-space, and sales is
only a secondary context. The overall digital strategy is to position adidas as the
ultimate sportswear brand. We instil the spirit of competition, but celebrate sports
irrespective of the outcome. To successfully reach out to our audience, we will
continue to build our presence in the social media space through unique
endeavours.”
62Credits
Project Leader > Jeremy Edwards
Activative Ltd.
tel: +44 208 144 5345
www.activative.co.uk