Brands, channels and agencies have been trying all possible associations and innovations around cricket. When it seemed that we had seen it all, Lintas Media Group, in association with Star Cricket, created something ground breaking (quite literally) for Maruti SX4.
As part of its promotion campaign for the car, Lintas had created an innovation, wherein between the cricket matches of the recently concluded Asia Cup, spectators saw the ground open up and a Maruti SX4 zip past the fielders, leaving behind the brand name and the tag line.
According to VS Mani, Senior Vice President and General Manager, Lintas Media Group, “With such high ad avoidance, it is important to constantly look at ways and means to integrate brand message with content. It needs to be intrusive, but should seamlessly fit in so as not to put off the viewer.”
The whole commercial was intrusive, as R Venkatasubramanian, Vice-President, Lintas Media Group, explained,” It was a two-month exercise to conceptualise and execute the whole thing. We worked closely with the ESPN-STAR team to ensure that the execution came out as desired.”