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Reliance Mobile taps the cricket fever with ‘Indian Ka Cricket’ campaign

Reliance Mobile taps the cricket fever with ‘Indian Ka Cricket’ campaign

Author | exchange4media Mumbai Bureau | Monday, Nov 19,2007 6:37 AM

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Reliance Mobile taps the cricket fever with ‘Indian Ka Cricket’ campaign

Leo Burnett has launched a TVC for Reliance Mobile that depicts the mindset of kids who dream and aspire to become future cricket stars. The commercial, titled ‘India Ka Cricket’, is the agency’s attempt to continue the good work after the launch of its T20 commercial and create awareness for Reliance Mobile’s cricket package.

The Creative Director for the commercial is Nitesh Tiwari, while Vickram Pandey has done the script. The commercial has been directed by Sanjay Shetty. Optimum Media Solutions is the media agency.

Commenting on the insight, Tiwari said, “India is a cricket fanatic country. It is evident that the love for the game rises with the success of the Indian cricket team, and at the same time, the love for the game falls with every failure of the team. It was this thought that inspired us to develop this concept and portray the real ‘India Ka Cricket’.”

Tiwari further said that armed with this insight, the agency went on to explore various emotions that a typical Indian cricket enthusiast would go through as his team plays the game. “We conceptualised the entire commercial as a narrator, introducing the viewers to the way our country watches cricket,” he explained.

Tags: e4m

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