The World Cup fever has gripped cricket enthusiasts across the nation. Everyone, including creative agencies and online portals, are doing their best to cash in on the mega sporting extravaganza.
With the growing use of internet and smartphones in India, the challenge lies in garnering as much attention for the tournament online like matches telecast live on TV sets.
Lowe Lintas has unveiled a campaign for starsports.com titled, ‘Carry the World Cup’. The campaign, targeting young fans in India, will seek to promote video streaming of the world's biggest cricketing tournament - The ICC Cricket World Cup 2015.
Watch the video here:
Starsports.com and the starsports mobile app will provide online live streaming and video-on-demand for the entire tournament, giving cricket enthusiasts a one-stop destination to catch up on this sports extravaganza.
"Given the centrality of a mobile phone in the life of a young Indian, the ICC Cricket World Cup 2015 is going to be carried round-the-clock on the mobile screen this time. At starsports.com, we are putting together an exciting proposition for the digital fan. As always, Lowe has put together a compelling campaign for us that will resonate well with young sports fans across the country," said a spokesperson from starsports.com.
The campaign mirrors how passionate youngsters are about the sport in India. Today, with 3G on mobile phones, the youth stay connected 24x7. Lowe Lintas taps this lifestyle of the young and leaves behind a thought that when one carries a mobile phone, which has the starsports app on it, one is actually carrying the World Cup along. It, thereby, allows them to continue following their favourite sport.
"The youth don't believe that life comes to a standstill when the cricket World Cup is happening. It's this thought that was a springboard for the creative. We then just went ahead and showed all the stuff you can do while watching the World Cup. In execution, we wanted it to be really cool and have scale. And that's what Bharat Sikka has helped us do. 'Carry the World Cup' was a great way to capture our love for the World Cup without life coming to a standstill," said Arun Iyer, National Creative Director, Lowe Lintas and Partners.
Creative agency: Lowe Lintas and Partners
Director: Bharat Sikka
Production house: Ransom Films