A new video led campaign for Network 18’s sports app CricketNext launched in India in January putting cricket-crazy fans at the heart of the creative.
The app was designed to act as a forum for fans to share their opinions and post video comments, as well as access live scores and averages and other game-related features.
The campaign, created in harness with agency Taproot Dentsu India, amplifies the app’s central objective and is spearheaded by a pair of videos that celebrate opinionated cricket lovers.
The creative, fronted by Indian cricket legend Anil Kumble, focuses on arm-chair experts being unexpectedly provided with a platform where they can be heard and valued.
The spots close with the copy line: “Next level app for next level fans. CricketNext – where fans rule.”
Rahul Kansal, Group Brand Advisor at Network18 said about the campaign: “Cricket Next is a next level app for the next level fan. Beyond just giving live scores and basic commentary, it invites passionate cricket fans to offer their opinions and share their insights on the game. The film tries to dramatise this promise… that it’s an app where fans rule.”
Neeraj Kanitkar, Creative Director of Taproot Dentsu added: “The all-new CricketNext app is a homage to the ultimate cricket fan who is always ready with an opinion but has nowhere to voice it. This app is a platform where this fan’s every opinion on team selection, on-field strategies etc. is not only heard but welcomed. The TVCs are a dramatic representation of this, with Anil Kumble literally breaking the fourth wall and acknowledging the ultimate fan’s opinion.”
Comment:
Putting fans at the heart of the product and the campaign, include all genders and age groups and then sprinkle in a little sports star magic for added celebrity appeal this is sports marketing 101.
Links:
CricketNext Network18
https://www.news18.com/cricketnext/
https://twitter.com/cricketnext
https://www.facebook.com/cricketnext/
Network18
https://www.facebook.com/Network18grp/
https://twitter.com/Network18Group
https://www.linkedin.com/company/network18
Taproot Dentsu
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