With football being the flavour of the season, courtesy the #SeasonIsLong endeavor, Lowe Lintas has turned the attention back to cricket with its new creative output #SleepTight. The new campaign is centered around the current India-Australia Test Series, which is also being aired live on the website www.starsports.com, India’s first multi-sports digital service.
Starsports.com and Starsports mobile app provides online live streaming and video-on-demand facility for the entire Australia vs India Test Series thereby giving cricket enthusiasts a one-stop destination to catch up on the tournament.
The campaign hinges on one simple truth - India vs. Australia Series begins at 5am India time, which makes it difficult for fans to catch the action live. But with starsports.com mobile app coming to their rescue it allows them to sleep tight and watch the match at their own time.
“While the whole world was losing sleep over the India-Australia series, we thought it would be great service for people to not be sleep-deprived and still not miss any action. The campaign captures this facet in an interesting manner, and will connect with the youth in a big way,” shared Arun Iyer, NCD, Lowe Lintas + Partners.
A Star India spokesperson commented, “As the #1 sports destination on digital, we believe it is important to ensure fans stay connected to an exciting test series. Through this campaign anchored by our agency partner Lowe Lintas, we urge the entire nation to ‘Sleep Tight’!”