September saw Coca-Cola owned Indian cola brand Thums Up roll out an integrated campaign leveraging its rights around the ICC Men’s T20 World Cup in Australia which featured bowler Jasprit Bumrah and titled #WicketSeCricket.
Conceptualised by creative agency Ogilvy India, the Indian campaign revolves around Thums Up’s ‘Stump Cam’ initiative through which the soft drinks brand will delivering content for fans through the tournament.
After each match during the tournament – which runs from 16 October to 13 November – the official on-pitch ‘stump cam’ video will be made available to consumers through the brand: fans simply need to scan a QR code from a limited edition Thums Up bottle to access the content online.
The activation was fronted by a spearhead spot starring Bumrah which debuted on 21 September in multiple Indian language formats running under the title ‘‘Dum Hai Toh Dekho #WicketSeCricket’.
Kar paoge @Jaspritbumrah93 ko face, jab direct aayega uska pace?
Watch this ICC T20 World Cup the toofani way with Thums Up. Scan the pack and get exclusive access to the most thrilling moments of the World Cup from Thums Up Stump Cam!
Dum hai toh dekho #WicketSeCricket pic.twitter.com/VPVcgliRK8
— Thums Up (@ThumsUpOfficial) September 20, 2022
The hero commercial ran on TV and online in India and was supported by a set of social media pieces and, according to the brand, fellow cricket ambassadors Brett Lee and Umran Malik will also feature in the campaign as it evolves.
Ped, dost ka mobile, stadium. Match dekhne ke purane tareeko ko bhool jao. Kyunki jald aaraha hai ek naya toofani tareeka. Taiyyar rehna!
Kya hai ye toofani tareeka? Guess karo aur comments mein batao!#T20WorldCup #ThumsUp pic.twitter.com/oL5ZC9AfFd— Thums Up (@ThumsUpOfficial) September 19, 2022
“Cricket is a shared passion which connects billions of fans across genders, generations, and cultures. We are always finding innovative ways to activate passion points like cricket and especially the ICC T20 World Cup,” explained Coca-Cola India & Southwest Asia VP and Head Of Marketing Arnab Roy. “Thums Up’s ‘stump cam’ will offer audiences the most ‘toofani’ view of key moments of the tournament – leveraging the stump cam footage was a disruptive opportunity that would bring to fans a complete new way of experiencing the game. We are elated to have on board with us India’s lead bowler and star Jasprit Bumrah, who is an indispensable asset for the Indian team; Umran Malik, who is touted as the fastest bowler in the country today; and one of the legends of the game, Brett Lee. This is the first time we are doing a content-led campaign, voiced by cricketing stalwarts like Harsha Bhogle”.
Ogilvy India Co Chief Creative Officer Sukesh Nayak added: “Thums Up’s ‘stump cam’ is the most daring end-to-end experience idea. It’s the most Toofani, the closest possible view of the ICC T20 Men’s World Cup. And the ticket for this is the Thums Up bottle. We are proud to conceptualise and execute this end-to-end engagement idea in partnership with some incredible partners from the world of content. #WicketSeCricket campaign is an invitation for every Thums Up drinker to experience a Toofan he or she hasn’t had so far.”
“From sitting on tree-tops, to gathering around paan shops, India has watched cricket in every possible way. But we wanted to give Thums Up fans an opportunity to get the most toofani ‘view’ in the house and frankly that’s where Thums Up Stump Cam found its genesis,” continued fellow Ogilvy India CCO Ritu Sharda. “We wanted people to really feel the rush of a ball coming right at them at 95 mph. We wanted them to experience cricket, like a cricketer does, right from the middle of the pitch. We are partnering with ICC and Oaktree Sports, for a 24-hour match pack screen marathon, making World Cup 2022, the most toofani World Cup you have ever seen. Dum hai toh dekho #WicketSeCricket.”
Comment
It was in Seweptyember 2021 that Thums Up was unveiled as an official partner of the ICC (International Cricket Council) as an exclusive non-alcoholic beverage partner and the deal was marked through a campaign called ‘Real Heroism / Apni Pace Se, India Ka Game #PalatDe’ which followed the challenging journey of ambassador Bumrah as he battled against the odds to become a star for his country.
Cricket has become a key strand of the brand brand’s marketing mix and in July 2022 it ran a campaign called ‘Transforming Team India’ marking India’s 75th anniversary and leveraging its tie-up with the Indian National Team.
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