Ads that scored big this ICC World Cup
Campaigns by Uber, Dream11, Coca-Cola and BYJU’S were among those that stood out during the cricketing extravaganza
The 2019 World Cup was different in many ways. For the first time it was aired in 8 languages by a new official broadcaster Star India. The 44-day tournament gave brands across sectors - from consumer durables to banking, e-commerce to education, travel to fantasy sports – the opportunity grab the attention of the consumers by associating with the cricketing extravaganza.
While various brands associated themselves with Bollywood stars and other celebrities, others came up with innovations and interesting creatives.
With the conclusion of the ICC World Cup, we now take a look at the brands that managed to strike a chord with the audience.
Being the official sponsor of the ICC World Cup 2019, Uber launched the campaign ‘This World Cup, Fans Will Win’ and promoted a number of TVCs with brand ambassador Virat Kohli. In one of the ads, Kohli is seen playing the role of an Uber driver, going to watch a cricket match from Mumbai to Pune. The narrative revolves around three friends going to watch the tournament together as a good luck charm for India to win the World Cup in England. The television series was promoted in seven regional languages. This video was well appreciated with 5,897,411 views on YouTube.
Dream11 continued with its existing integrated marketing campaign ‘Ye Game Hai Mahaan’, which was launched during the IPL season. For the World Cup season, the fantasy sports platform launched three new ad films, celebrating the Indian cricket fan’s love for the game and how they come together to cheer for the Men in Blue.
The ads got 39,108,580, 38, 519, 44 and 42,117,571 impressions respectively.
The soft drink giant and official sponsors of the ICC World Cup launched two campaigns during the course of the tournament. In the initial stage, the company unleashed its ‘stock up on drinks and get match ready’ campaign with Ranbir Kapoor and Paresh Rawal. Later, the brand released one more campaign ‘12th Man’, featuring Rishabh Pant.
Both campaigns registered more than 180 million views on television and 200 million views on video streaming platform Hotstar, Coca-Cola said in a statement. In the league matches it created 4 billion-plus impressions across social media platforms. On YouTube, one of the ads managed to get 2,548,546 views.
For the first time ever, the education learning app was noticed during the World Cup for its ads. The brand divided the promotions into two segments to make a well-versed connection with the viewers. While the first ad was focused on reaching out to students above Standard IV, the second phase was aimed at children going to Kindergarten till Standard III. The first ad got an impression of 22,918 views.
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