Top Story


Home >> Advertising >> Article

Levi’s and JWT present a different opinion with ‘Cricket Blues’

Font Size   16
Levi’s and JWT present a different opinion with ‘Cricket Blues’

Levi’s, a player in branded denim, wants to give a different message to Indian cricket and the team. In line with the Bangladesh tour, Levi’s has released a print ad titled, ‘Cricket Blues’. The ad encourages the Indian cricket team post the ICC World Cup 2007 debacle. JWT is the creative agency, with Tina Sachdev having created the ad and N Ajesh is the Art Director.

Dhunji S Wadia, Managing Partner, JWT Bangalore, said, “The objective of the ad was encouraging the Indian cricket team. After the team’s disappointing performance at the World Cup, the entire country was up in arms against the guys who represent the country. No professional sportsman wants to lose, but the beauty of sports is that on a given day there can be only one winner. So this ad was released with the objective of motivating the team and lifting their morale for the Bangladesh series.”

Speaking more on the thought process behind the ad, Shumone Chatterjee, CEO, Levi Strauss India, said, “When the sun is shining, a lot of brands make merry from these very cricketers. But on the very first danger sign, they drop them like hot potatoes. Levi’s per se has till date had no connection with Indian cricket or cricketers. Nonetheless, the brand wanted to be with the Indian team in its darkest hour, as it embarks on its journey towards redemption against their World Cup nemesis with the Bangladesh tour.”

He added, “There is something about denim, which stands for toughness, resilience and character. We are sure that our men in blue will display that same toughness and strength of character in the days ahead, and not only just against Bangladesh.”

According to Wadia, the marketing strategy for the ad is that at the time when all brands had abandoned the cricketers and were hesitating to associate with them, Levi’s, a brand that has promoted wearing blue for more over 150 years, wanted to connect with the sentiments of these men in ‘blue’.

When quested on any challenges faced in terms of marketing while preparing the ad, Wadia’s reply was a clear negative one. He very firmly explained that the ad has been created with the intent of removing the annoyance with the Indian cricket team post the ICC World Cup debacle and clear away the bitterness.


Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Shaan Raza, Deputy Managing Director, Optimise, spoke to exchange4media about their journey since inception and their new technology, TrackingX, which they are planning to launch in India by February...

Meanwhile, Radio City and Radio Mirchi ruled Bangalore and Kolkata respectively

The Indian out-of-home advertising company selects Edge1's ERP software platform to automate their OOH business