In its bid to bring back the passionate Indian cricket viewers back to watching cricket, Neo Sports has come up with a series of creatives urging the Indian team to bounce back from the defeat and perform well in the ongoing Bangladesh tour. The creatives, done by O&M, were reportedly conceived with an idea of portraying the common man’s thoughts.
Commenting on the new campaign for the series, Shashi Kalathil, CEO, Neo Sports Broadcast, said, “This campaign is about making a fresh start and about the reactions of the man in the street renewing his faith in the Indian cricket team. We wanted to portray that everyone is still involved and passionate about Indian cricket and they all have their own pieces of advice to give for the betterment of the team.”
Agreeing with him, Sagar Mahabaleshwearkar, Group Creative Director, O&M, observed, “After the bad World Cup performance by the Indian cricket team, we wanted to work on a campaign where people who sympathise with the team. We have tried to capture different people’s views on the same.”
Speaking on the brief given to the agency, Kalathil pointed out the need to capture the spirit of the Indian fans for the Bangladesh series, post the World Cup debacle. “We also wanted to capture the reactions of the Indian fans to the game,” Kalathil added.
Meanwhile, Mahabaleshwearkar believes that this was the best way to promote the ongoing series. The campaign reportedly had a large coverage on television along with limited radio, outdoor and press coverage.