Star Sports continues to market its broadcast rights around the 2019 ICC Cricket World Cup and leverage Indian cricket fever wioith a new spot that links the tournament to father’s Day ahead of the crunch match between India and Pakistan.
The commercial, which debuted a week ahead of the much anticipated India-Pakistan One Day International which will take place on 16 June (Father’s Day), features two fans – one of India and the other of Pakistan.
The narrative sees them discuss Pakistan’s chances against India with the Pakistan fan claiming that people who try will end up being successful and attributes that quote to his father and then the Indian supporter interrupts and asks him when did he ever tell him that.
As well as running on TV, the spot is amplified in multiple languages across the broadcaster’s social channels.
This #FathersDay, watch an ICC #CWC19 match jo dekh ke bas bol sakte hain, “baap re baap!”
Catch #INDvPAK in the race for the #CricketKaCrown, LIVE on June 16th, only on Star Sports! pic.twitter.com/Apo3R8QrbO
— Star Sports (@StarSportsIndia) June 9, 2019
ഈ #FathersDay-യിൽ കാണു ICC #CWC19 മാച്ച്, എന്നിട്ട് "എന്റെ അച്ഛാ" എന്ന് വിളിക്കൂ!
കാണു #CricketinteCrown-നു വേണ്ടിയുള്ള #INDvPAK പോരാട്ടം, തത്സമയം ജൂൺ 16-ന്, ഏഷ്യാനെറ്റ് പ്ലസ്സിൽ! pic.twitter.com/hWnS3rGJee
— Star Sports (@StarSportsIndia) June 10, 2019
The spot positions India as the father and features the Pakistani fan from the brand’s 2015 ‘Mauka Mauka’ series (see case study).
Comment:
Arguably the most intense rivalry in international sport, cricket matches between India and Pakistan regularly attract an audience of one billion and are a hot theme for cricket marketers.
A notable recent examples of leveraging the rivalry was Brooke Bond Red Label’s September 2018 campaign (see case study).
Father’s Day is one of the year’s classic, opportunistic tactical sport marketing dates and approach vary from warm and light-hearted social initiatives such as the PGA Tour and Taylor Made’s ‘Jason & Dash Day’ spot (see case study) to the launch of major marketing platforms such as P&G’s multi-platform IOC ‘Thank You Dad’ Olympic parental change up campaign.
This work runs in parallel to Star Sports’ central Cricket World Cup campaign called ‘Cricket Ka Crown’ (see case study).
Links:
Star Sports
https://www.hotstar.com/sports
https://www.youtube.com/user/espnstar/
https://twitter.com/StarSportsIndia
https://www.facebook.com/starsportsindia
https://www.instagram.com/starsportsi…
Ogilvy India
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