The P&G brand, India’s biggest premium detergent, launched a multi-channel #2011Dobara campaign that positions 2011’s winning Indian team shirt as a lucky charm for the 2019 ICC Cricket World Cup.
To leverage the ODI World Cup, which is hosted by England Wales and which represents the biggest event for Indian sports fans this year, the initiative launched on 7 June prior to the biggest game for India in the group stages – the titanic clash with their biggest rivals Pakistan.
The campaign, which was developed with creative agency Leo Burnett South India, urges superstitious Indian fans to find, wash and their wear their lucky jerseys from back in 2011.
The objective behind the initiative is to ‘bring together the brand’s purpose and the efficacy of the product’ through a story that all Indian cricket fans can relate to.
The worked was built on linking cricket to the idea that Indians are often both passionate and superstitious and many have lucky charms and success rituals which they use/follow when they really want something in life, or desire.
Thus the work uses the India cricket jersey from its World Cup winning 2011 team as a lucky charm which will help the 2019 side channel the spirit of the successful 2011 squad.
The campaign is spearheaded by a hero commercial which brings this insight and idea to life and urges fans to cheer and support the team to recreate history.
The spot replays memories of the 2011 victory celebrations and how the dirt and stains from the partying, the food and drinks can be removed and cleaned by Ariel’s deep cleaning detergent in order to make the old shirts fresh to wear as good luck charms for this year’s tournament.
As well as running across national television, the campaign – linked by the #2011Dobara hashtag – is amplified on the brand’s digital and social channels.
It's time to relive those magical moments from the 2011 World Cup. Bring out your 2011 lucky jersey and cheer out loud, for team India is all set to recreate history! Iss baar hoga #2011Dobara pic.twitter.com/8yPTo1D8cx
— Ariel India (@ArielIndia) June 8, 2019
and it is supported by match specific and action related social content.
Congratulations to our entire team on winning this big game! That’s three wins in a row! Iss baar hoga #2011Dobara. Comment and tell us how you are celebrating this amazing win! pic.twitter.com/yVRVztQb3Z
— Ariel India (@ArielIndia) June 17, 2019
We've done it again! Congratulations to everyone on this amazing victory! Ready your lucky jerseys for the next game because iss baar hoga #2011Dobara. pic.twitter.com/tuTheC4Gfj
— Ariel India (@ArielIndia) June 10, 2019
Now that’s how you break records! We’ve posted the highest total ever scored by a side against Australia in a World Cup tournament.
Did you witness our amazing innings glued to your TV with your lucky jersey on? Comment and tell us! #2011Dobara pic.twitter.com/lAxJ0xF5Xb— Ariel India (@ArielIndia) June 9, 2019
Put on your jerseys and get ready to support Team India, for this time we're all set to repeat history! Get ready for #2011Dobara pic.twitter.com/VFYorp2eyw
— Ariel India (@ArielIndia) June 7, 2019
An additional, participatory campaign strand is a ‘lucky shirt’ consumer competition which invites consumers to share pictures of how they supporting Team India while wearing their lucky 2011 jerseys in order to be netered into a competition win tickets to a special Aerial match screening in Mumbai (and to win Ariel products).
*CONTEST ALERT*
Are you wearing your lucky jerseys today? Share pictures of you supporting Team India in your lucky jerseys and stand a chance to attend a special match screening in Mumbai and Ariel supply! pic.twitter.com/oGLCJBg0V2— Ariel India (@ArielIndia) June 16, 2019
The campaign has also been supported by some of the most famous cricket names in India (plus a few famous Bollywood stars) on social media: including Zaheer Khan, Harbhajan Singh, Yuvraj Singh, Virender Sehwag, VVS Laxman, Suresh Raina, Ravichandran Ashwin, Sagarika Ghatge, Geeta Basra, Piyush Chawla and Mayanti Langer.
For example, the great Virender Sehwag also shared the spot on his own Twitter feed: commenting “This 2011 World Cup is etched so fondly in my memory, the day #TeamIndia made our nation proud. After watching this film by @ArielIndia, I can’t wait to feel the same way again. Kyunki is baar hoga #2011dobara.”
“#2011Dobara for Ariel brings out the passion of every Indian cricket fan and highlights the culture and belief system that Indians have towards the game,” explained Leo Burnett South Asia MD and chief creative officer Rajdeepak Das.
The 2011 World Cup is still etched so fondly in my memory, the day made our entire nation proud. After watching this film by @ArielIndia, I can't wait to feel the same way again. Kyunki, iss baar hoga #2011Dobara https://t.co/WqKVLMblud
— Virender Sehwag (@virendersehwag) June 9, 2019
“We enthusiasts will do anything to help India win the 2019 World Cup, and one such thing that is common ground for all of us is our lucky jerseys, which won us the Cup in 2011. Banking on our HumanKind approach we used this lucky charm to narrate a story around the product, that resonates with the fans.”
A spokesperson from Ariel India added: “In a country where cricket is played in every other lane, Ariel’s #2011dobara creates nostalgia and takes the viewers back to 8 years ago, when India lifted the World Cup! Fans are always passionate to add their bit to the cricket fervour with their beliefs, be it by sitting on the same spot for all important matches, or by wearing that lucky jersey! Binding the emotions and reliving the celebration of 2011, Ariel’s new campaign aims to bring the nation together through a common element and that is the lucky jersey, wearing which they witnessed and celebrated India’s win in 2011. Ariel encourages everyone to don their lucky jerseys match after match, and leave it on Ariel to keep it stain-free and clean! This way, the fans won’t run out of luck as they cheer and lead India towards victory. It’s time for #2011dobara.”
Comment:
This is a nostalgia inducing and emotionally appealing campaign which united fans by taking them back to a previous success and aims to reawaken positive and happy memories from the poast to drive brand equity, engagement and positivity and to boost support for the current team.
A smart sports marketing strategy!
Links:
Ariel India
https://www.youtube.com/user/ArielIndia
https://www.facebook.com/ArielCompleteIndia
https://twitter.com/arielindia
https://www.instagram.com/ariel.india/
Leo Burnett South India
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