Pillsbury Cookie Cake and Royal Challengers Bangalore partner for new IPL campaign
The campaign ‘Pillsbury Cookie Cake Jo Khaaye, Fan Ban Jaaye!’ is an 11 film campaign conceptualised and created by Leo Burnett India
Published - 08-April-2019
IPL is now the biggest event in India. However, in this national festival, only 8 cities have their own teams to celebrate. The rest of the 3992 cities of India do not have a team to call their own. This IPL Pillsbury Cookie Cake decided to give the rest of India their own team to cheer for. Of course, brought together by Royal Challengers Bangalore and the people's love for Pillsbury Cookie Cake. To make this happen, General Mills India has taken the principal sponsorship for Royal Challengers Bangalore.
Pillsbury Cookie Cake aur RCB ka har koi fan banega! #FanBanneKaBahana
The main campaign is set in various cities who don’t have their own team. The campaign is about people in these cities coming up with the craziest and most bizarre excuses as to why they support RCB, but the real reason is Pillsbury Cookie Cake. Why did we decide to go all out crazy on this campaign? Well, Indians go into a frenzy at the very mention of cricket, this madness multiplies during the IPL. To cut through to the people and grab their attention during this prime cricket season, our campaign had to be crazier, so as to cut across all the noise and madness that already exists. And that’s exactly what gave birth to the craziness in the idea.
Patna bhi fan banega! #FanBanneKaBahana
Speaking on the launch of the campaign Rajdeepak Das, MD India and Chief Creative Officer, Leo Burnett, South Asia said “IPL is India’s super-bowl; it, therefore, needs an idea of that scale. This campaign captures the craziness that goes through India around the IPL. It builds on the insight that only 8 out of 4000 cities and towns in India have an IPL team. And now cricket fans in the rest of the 3992 cities brought together by their love for Pillsbury Cookie Cake, have finally found a team they can call their own. Every city in this country has its own charm, its own language, idiosyncrasies, and mannerisms. Through this campaign, we have tapped into this creative instinct of Indians to build a funny and insightful campaign for Pillsbury Cookie Cake.”
Adding to this, Salil Murthy, Managing Director, India & South East Asia said, “Pillsbury Cookie Cake is an all-family snack that has revolutionised the premium cookie category with its multi-textured, highly indulgent soft baked format. It is loved by kids and adults alike, much like IPL, the biggest entertainment property in India. Our new campaign builds off this insight in a fun way that makes an instant connection with fans all over the country.”
Indore bhi fan banega! #FanBanneKaBahana