Personal care brand Himalaya Men leveraged its partnership with the International Cricket Council (ICC) around the India against New Zealand World Test Cricket (WTC) Final in June via an integrated film and contest activation called #CheerInWhites.
Acting as a rallying cry for all India fans to get behind their team during the inaugural match (starting on 18 June) to decide the world’s best test team title, the campaign features national team stars Virat Kohli, Rishabh Pant and Ishan Kishan.
The aim of the films is to promote awareness of Himalaya Men’s #CheerInWhites contest: which invites fans to take a selfie of themselves while wearing whites with a brand product and including the #CheerInWhites hashtag (on Instagram, Twitter or via WhatsApp on +91 9611596115 or by visiting www.himalayamen.com) to be in with a chance of winning a prize (which include brand products, cricket whites, a gold coin and a motor bike).
The six-film campaign, created and conceptualised by ChapterFive Brand Solutions, was led by a pair of films featuring Kohli, followed by four spots starring Pant and Kishan together.
The campaign activatives the brand’s rights as an official ICC partner for the new competition after it signed a sponsorship deal back in April.
A monumentous occasion for the brand, as we are proud to announce our partnership with ICC as the Men’s Grooming Partner!✨
Starting with the upcoming international mega event of the year ICC World Test Championship Finals 2021!
Watch this space for more!#ICC #HimalayaMen pic.twitter.com/SQYQyxVEdo
— Himalaya MEN (@HimalayaMEN) April 1, 2021
“The new Himalaya Men campaign ‘cheer in whites’ is specially curated keeping in mind the safety and interest of cricket lovers,” explained Himalaya Drug Company General Manager Of The Consumer Products Division Ashwani Gandhi. “The innovative campaign aims at bringing the cricket enthusiast together virtually to support the Indian cricket team in the ICC World Test Championship Finals 2021. Also, offering the participating consumers a chance to win exciting prizes.”
ChapterFive Brand Solutions C-Founder Prateek Srivastava added: “Test cricket is the most beautiful form of cricket. And the players on the green cricket field, wearing whites, is a sight to behold. We want cricket fans to wear whites and show their support not just for their team, but for Test Cricket itself. There can’t be a bigger platform than the ICC-WTC final to promote this great game.”
Due to Covid, the Himalaya project production took months and involved shooting Pant and Kishan and the background separately in three different cities and then stitch the three layers together to make the finished films.
The campaign was conceived by a ChapterFive agency team which included Prateek Srivastava, Sunita Murthi, Ajay Gahlaut, Shekar Hebbale, Jiya Minocha, Isha Bajpai, Mansi Gupta and Bilal Rahim.
Production was handled by Kitchen and Cornerstone Productions with Directors Koushik Sarkar and Disha Rampal, AD Anvita Kamath, Executive Producers Hemang Chheda and Abhishruti Srivastava, Producers Disha Arora and Tim Gollar, plus DOP Archit Patel.
The editor was Ankit Halai, the colourist was Kabir Nagranee, the online artist Vivek Patil, with music handled by Karan Kulkarni and sound by Mayuresh Adhikari.
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