The Ads Bowling Us Over at the Cricket World Cup
As the ICC Men's Cricket World Cup 2023 sweeps across India, it's not just the matches that have fans buzzing
Entering another gear this week, the stakes at the Cricket World Cup are higher than ever. With the number of eyeballs on screens multiplied, the final round of ads related to the Cricket World Cup have finally dropped. More than any previous event, this World Cup sees ads explicitly targeted to Gen Z fans and featuring numerous members of Team India.
LBB’s Tom Loudon takes us through the Cricket World Cup ads that hit it out of the park.
BOOMER Bubblegum – Mars Wrigley
Mars Wrigley India's BOOMER Bubblegum campaign is a hilarious twist on traditional sports advertising. Incorporating Indian cricket star Jasprit Bumrah into a spooky yet fun spot that appeals to both nostalgia-driven millennials and gen z, Jasprit’s enthusiastic endorsement and the campaign's tagline capture the brand's offering of ‘anytime fun’. Moreover, the campaign's multilingual availability across TV and digital platforms ensures broad reach, with DDB Tribal's creative approach refreshing BOOMER's legacy with a jingle and the new slogan, 'Har pal fun kar, Boom Boom Boomer!'.
My Account Starts Today – HSBC India
HSBC India's latest campaign, featuring Indian cricket star Virat Kohli, aims to open a world of opportunity. Crafted by Wunderman Thompson, the spot takes viewers on a nostalgic journey through Virat’s cricketing history before shifting to a transformation narrative, aligning with HSBC's ‘My Account Starts Today’ tagline.
The campaign is versatile, running across multiple platforms and delivering a clear and genuine brand association. Virat Kohli's organic endorsement, emotional storytelling, and strong brand sentiment contributes to an empowering campaign of change and new beginnings.
A Billion Films for a Billion Fans – Royal Stag
Royal Stag's 'A Billion Films for a Billion Fans' uses AI to create personalised films featuring Indian cricket stars Rohit Sharma, Jasprit Bumrah, and Surya Kumar Yadav. Working with FCB India, the spot targets a new generation of cricket fans. It allows them to integrate their own image and voice into films, fostering deeper connections between fans and their favourite players. This innovative campaign transforms the consumer journey into an extraordinary yet personal experience via generative AI technology and machine learning.
#CheerIndiaKeLiye – Polycab
As an official partner of the ICC Men’s Cricket World Cup 2023, Polycab and FCB Kinnect connect with cricket enthusiasts through an exhilarating anthem and showcases super fans expressing their passion for Indian cricket: ‘Jo cricket ke liye jiye, Come #CheerIndiaKeLiye with Polycab’. Featuring diverse influencers and TV stars, the campaign harnesses user-generated content through the ‘#CheerIndiaKeLiye’ campaign, unifying and celebrating the deep emotions and unique expressions associated with Indian cricket fandom.
Oreo Bola Mat Bol – Oreo
This Oreo campaign, "Oreo Bola Mat Bol," capitalises on the superstitions and cultural beliefs surrounding cricket in India by partnering with former Indian Cricket captain Mahendra Singh Dhoni. Resonating with cricket fans who believe in not jinxing the team's chances by talking about it prematurely, Dhoni's presence adds authenticity to the work, encouraging a sense of unity among fans. The spot also invokes the idea of sending ‘positive vibes’ to the team, using a breaking news format to feature Dhoni, and real-time contextual content during matches on Hotstar.
