Every 4 years, brands in India are taken back to the drawing board to design an engaging campaign for the cricket world cup. Maybe now, the need of this engagement is diminishing because of too much cricket and rise of other sports in India. Brands like Vodafone and Hyundai are more focused on IPL while Amul & Docomo are more associated with Premier League Football than cricket.
This year, 2 campaigns stand out for two completely different reasons. Stars ‘Mauka Mauka” represents a great story-telling layering with nostalgia, humor and relativity. On the other hand, Lays World Cup campaign is pretentious, cliched and too much dependent on the star power of Ranbir Kapoor.
In my memory from 1999 cricket world cup stood out for 2 excellent campaign. The first campaign was Pepsi’s “Yeh Dil Mange More” with Shah Rukh Khan, Sachin Tendulkar, Azhar and others. In search of Pepsi, Shah Rukh breaks into Indian Dressing Room wearing a Sachin wig. If you don’t remember what happens next then you should definitely watch this commercial.
Another campaign was Britannia’s – Britannia Khao, World Cup Jao (Eat Britannia, Go to the World Cup). The idea of campaign was that each Britannia product had runs in the packet depending on the value of the product. For example, 50-50 biscuit’s packet had 10 runs, Fruit cake 40 runs and so on. When you score a century after collecting empty packets worth 100 points, you get a booklet with Cricket facts, statistics and a scratch card to find out if you have the World Cup ticket or not.
Of the 10 odd booklets that I had (yes, i force feed myself for those biscuits to get more of those booklets ), all of them said try again but still there was no hard feelings because that booklet itself was novelty for kids like me.
The reason this campaign is still in memory is because of the engagement that it managed with it’s target audience. Not only teens and school going kids were collecting those packets, I also saw retired uncles and soap watching aunties collecting them too. The result for Britannia was healthy too. That year, the companies financials show 37% increase in the profits.
So, well done Britannia with that campaign.
Do you remember any other campaigns from previous World cups that stood out. Do share.