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Star Sports Mauka ads lead Twitter conversations

10-March-2015
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Star Sports Mauka ads lead Twitter conversations

Star Sports has been leading the conversation on #CWC15 this past week with their popular videos series that started with the India vs Pakistan match, according to last week’s Twitter Brand Index. Each Indian victory has meant a new video. The latest came out right after India won the match against the UAE. Using the now viral hashtag #MaukaMauka the ads have managed to capture the imagination of the Indian cricket fan. Over and above this thematic campaign Star Sports continues to connect fans over its hashtag #WontGiveItBack, the index stated.

Indian team’s World Cup performance, and the positivity transferred from the victories against biggies like Pakistan and South Africa has given a reason for advertisers to up the tempo by creating some really motivational and adrenaline rushing TV commercials.

The timeline

Star Sports is one player that has leveraged the Indian team’s performance to the fullest. Beginning from the India versus Pakistan match, the channel started the trend with an amazing commercial: Mauka Mauka, which was broadcasted a week before India-Pakistan match on February 15th. India has never lost to Pakistan in a world cup match, and the advertisement showcases the sentiments of a Pakistani fan who is waiting for their team to beat India, but never succeeds.

Seven days before India vs South Africa match, Star Sports began flashing the second Mauka commercial, this time featuring South African team.

Aired on February 28th, and targeted for the next India vs West Indies match, this latest Mauka ad by Star Sports is receiving some interesting reviews.

Soon, the India UAE match was promoted by the ‘#MaukePeChauka!’ film that features the Pakistani fan from the first film, now wearing a South African team jersey, watching the India-South Africa game with the two South African fans from the previous film. As we hear the commentator announcing that India has beaten South Africa for the first time in the World Cup, the Pakistani shows his frustration by breaking a firecracker and removing the South African jersey as the door bell rings. When he opens the door, he is greeted by a fan of the UAE cricket team who offers him the UAE jersey, against whom India is playing next. The film ends with the voiceover announcing, ‘Yeh World Cup nahin, yeh hai World vs India’.

The latest installment is the India-Ireland match. The ad is in context of the fact that if India loses to Ireland, Pakistan’s chances of qualifying through to the quarter-finals become tougher. India has already qualified through to the next round winning all four of their Group B matches – against Pakistan, South Africa, UAE and West Indies.

Twitter on fire

The social networking site hasn’t stopped buzzing (positively and negatively) with conversations about Star Sports’ ad campaign since the day it was launched. Here are a few excerpts:



According to market reports, after these ads became viral, Star Sports increased the TV ad rates to Rs 20 lakh for 10 second spot. And interestingly, the concept of Mauka ads were created by an in-house team of Star Sports.

Also, the audience is now looking forward to every match to see what the new ad would be. Some say it would also be interesting to see how the ads will be made if India loses.

Watch the videos here:







 

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Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.