Late July saw Sky Sports launch its first ever Hindi language promotion for its telecast of the upcoming England vs India Test series.
Led by a 30-second hero spot, broadcast in both English and Hindi, include highlights from preview contests between the two countries, reaching as far back as 1932
The spearhead spot debuted on air on 28 July, ahead of the five-match series which begins on on 1 August at Edgbaston and ends on 11 September at The Oval, and was created in-house by Sky Media
The campaign, delivered by AdSmart, is being broadcast to households that view multi-cultural content: including Zee TV, Colors and Star Plus.
“Ethnic audiences in the UK are watching more mainstream channels and sport than ever before and with the current tour poised evenly between England and India, there is huge interest in the upcoming Test series,” explained Sky Media’s head of multicultural business Debarshi Pandit.
“This promotion marks a milestone in that it is the first to be broadcast in both Hindi and English, demonstrating our ongoing commitment to better connect with our audiences,” he added.
Comment:
This campaign represents the first wave of work following on from the commitment made by Sky Media at June’s Cannes Lions festival which said it was introducing a fresh approach to creating ‘culturally relevant contextual campaigns for multicultural audiences’.
This debut of Sky Sport’s first wave of culturally relevant promotional work follows the broadcaster’s run of six Indian brand campaigns aired during the Indian Premier League cricket tournament – which also included a campaign for luxury property developer Lodha entirely in Hindi.
Amongst other notable campaigns leveraging the England v India summer series is the new, integrated Specsavers ‘Test Experts’ campaign (see cased study) activating the brand’s recent ECB test partnership.
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