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| The cup that will cheer |
| Preeti Khicha / Mumbai Jan 31, 2011, 00:31 IST |
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Here’s how the ICC is creating buzz around the upcoming Cricket World Cup
Steeped with tradition and one of international cricket’s most cherished trophy, the ICC Cricket World Cup 2011 is upon us. To be hosted this time by India, Sri Lanka and Bangladesh, the Cup faces the unique challenge of garnering viewer interest, with a host of cricket tournaments and leagues clamouring for viewer attention. As analysts warn of a possible “cricket overkill” in India, the event organiser, the International Cricket Council (ICC), has upped the ante to promote this once-in-four-years event.
For starters, the event is being supported by an advertising campaign aptly titled, “The Cup that Counts”. The television commercials emphasise the fact that this is a competition between nations. As Executive Creative Director, Ogilvy & Mather (O&M), Abhijit Avasthi, explains, “The brief given to us was to bring out the uniqueness of the cup, both from a brand (ICC) perspective as well as the players perspective.”
The ICC World Cup will follow cricket’s One Day International format, with 14 national cricket teams slugging it out. Is there a lurking fear that the racy Twenty20 format will divert viewer attention from this format of the game?
Haroon Lorgat, CEO, ICC, says the ICC World Cup will hold its own. “Since players in the World Cup represent their country, it ignites the patriotic spirit, making it the most awaited cricketing tournament,” he says. Chief Operating Officer, Dentsu Media, Sai Nagesh, agrees: “Despite the hype surrounding the T20 and the interest shown by Indian audiences during the recent India-New Zealand and India-South Africa series, the appetite for cricket will be rekindled based on the country’s performance.”
The lead commercial shows a tightrope race to depict the World Cup as the most coveted trophy in the cricketing world. The tightrope walkers adorn masks of their country captains and compete tooth and nail to win the race.
South Asian flavour
According to Ogilvy & Mather Vice-President Dharam Valia the campaign was shot in Jaipur over five days and professional tightrope artists were flown in from the US and UK for it. “Jaipur was an apt location as it captures the colour, flavour and texture of the Indian sub-continent,” explains Valia. Shashank Chaturvedi (Bob) of Good Morning Films has shot the launch commercial and Dhruv Ghanekar has composed the music.
Avasthi explains that an alternate creative idea using kite flying as a theme was also submitted to the client, but ‘tightrope’ was the idea that seemed most appropriate for the occasion. In early February, a series of three follow-up commercials will be on air, starring cricketing ambassadors from each of the host countries — Sachin Tendulkar (India), Muttiah Muralitharan (Sri Lanka) and Shakib Al Hasan (Bangladesh). The commercials will highlight the wishes of each of these cricketing legends with regard to the Cup. According to Valia, all three commercials have been directed by Piyush Raghani of Old School Films.
Given that there is no age, income or language restriction to the following of cricket in India, Ogilvy has chosen a broad media plan where commercials will be aired across a variety of channels — from news and music to general entertainment channels. Radio is also being used as a medium to promote the event.
The event theme song titled ‘De Ghumaa Ke’ is playing across radio channels currently. The song has been composed and sung by Shankar Ehsaan Loy, and will be translated into the local languages of Sri Lanka and Bangladesh. “We are also launching a video based on the theme song, which is slated for launch in the first week of February,” says Valia.
A print and an outdoor campaign, shot by international photographer Palani Chandramohan is also in the pipeline. ICC is also reaching out to fans with below-the-line initiatives. “The prevention of HIV/AIDs has been important on the agenda for ICC and hence we have launched an initiative along with Unicef,” says Valia. This programme reached 70 schools across India, located in the eight cities where World Cup matches will be held. To engage the youth, ICC also held an inter-school mini world cup tournament across 80 schools in eight cities. “3D installations of the event mascot are also on display in high-eyeball zones like airports and malls across the eight venue cities in India,” claims Valia.
To generate buzz around the event, the trophy was also displayed in cities in other cricket-loving nations — such as Dubai (Dubai Mall) and London (Lords Cricket Ground). On the digital front, ICC is also engaging its supporters through its Facebook and Twitter pages and plans to launch a Facebook application close to the tournament date.
Missing the zing?
Some industry folks would have liked to see a little more zing in the campaign. KV Sridhar, National Creative Director, Leo Burnett India, says, “While the overall production may be good, for a country where cricket is religion and cricketers are God, the launch commercial seems to lack the emotional connect with cricket. It would have been more engaging for fans to see their favourite cricketers in action, rather than simply using masks.”
Founder of The Agency Prathap Suthan also thinks the intensity and the passion surrounding the game of cricket is missing. “There should have been much more engagement with the fans. ICC could definitely have done some activities on social networking sites and even on the mobile space,” explains Suthan.
“Given that the World Cup is one of the major sporting events around the world, it would have been more meaningful to see a broader purpose attached to the campaign,” says Ashish Mishra, chief strategist & head of Water Consulting, part of the Mudra Group. “For example, the London 2012 Olympics is using the theme of promoting sporting culture in future generations. Likewise, the FIFA World Cup held last year in Africa put the spotlight on the continent to bring alive the campaign. They roped in Columbian singer Shakira, and the build up to the World Cup with the Waka Waka song was excellent.”
Of course, it’s the cricket viewer who will have the last word.
Read the accompanying piece, “The official game changer” in Power Moves to know more about official sponsor PepsiCo’s new event campaign
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