Was the #CricketKaCrown TVC clutter-breaking?

The TVC, curated and conceptualised by Ogilvy, does kickstart the frenzy but fails in parts, say industry experts

e4m by Noel Dsouza
Updated: May 14, 2019 9:28 AM
CWC Ad Review

Star Sports the official broadcaster of the ICC World Cup 2019 has unveiled the official TVC #CricketKaCrown. The TVC was curated and conceptualised by Ogilvy. 

The sports broadcaster launched the campaign to celebrate 45 days of the cricketing extravaganza which will commence on May 30 and will be telecasted on Star and Hotstar. 

The campaign showcases all the participating teams of the ICC World Cup 2019 that are coming to England to win the crown. The focus of the TVC starts with one Indian fan, ‘Vicky’ who starts the fun banter by humming ‘Crown Cricket Ka Madamji Hum Le Jaayenge’ in front of the crowd. In no time the fun element escalates when fans from other countries are revealed as guests who have descended in the gathering to claim ownership of the World Cup. 

Sukesh Nayak, CCO, Ogilvy West has been instrumental in creating this ad film. Speaking about the TVC, Nayak said, “This is the World Cup. It’s the crown of cricket. And the best in the world are coming to England to get it. Our big idea came from the thought of coming to England to get the crown. We took a fan perspective on this entire thing. The campaign will have multiple films and fully integrated execution. Radio, activation and digital will build the big idea of #CricketKaCrown.”

 

We at exchange4media asked industry experts about this year’s ICC World Cup TVC and whether or not it incited brand recall. 

Jagdeep Kapoor, CMD, Samsika Marketing Consultants said the ICC World Cup ad was excellent. “They knocked the ball out of the park in terms of the song, dance, passion, aggression and the desire to win. The Crown and the English background are well brought out with an Indian tadka. The various team representatives vying for the Crown Cup singing ‘Hum Lajayenge’ brings out the cricket World Cup winning flavour. All in all, well conceived and well executed with a tinge of humour. Leaves a smile behind”, stated Kapoor.

Shrenik Gandhi, Chief Executive Officer and Co-Founder, White Rivers Media said the TVC had a good ‘Mauka’ (chance) but couldn’t score the sentiment around cricket and the World Cup. “The ad did induce nostalgia by featuring the guy who portrayed the Pakistan cricket team fan previously but fell short of sentiment. The former hit a sixer by modelling the communication around the traditional Indian psyche and audience behaviour. The ever so close to heart and the very intense India vs. Pakistan rivalry,” Gandhi said.

According to Siddhant Lahiri, Head, Strategic Planning, Rediffusion, any communication around the cricket world cup needs no call to action as most of the country is waiting with bated breath, as it is. Having said that Lahiri said, “It is definitely a fun ad, with a very catchy tune. Does it pep you up for the coming tournament? Sure it does. It’s more of a teaser and it does its job effectively. It kickstarts the frenzy for what’s coming.”

Lahiri adds, “My favourite part was spotting the ‘Mauka Mauka’ Pakistani guy in the crowd – that’s a nice bit of continuity. For me, however, the ‘mauka mauka’ campaign is a bit of a gold standard in recent times when it comes to World Cup ads – both in terms of creativity as well as the sheer audacity of that campaign. This ad doesn’t quite reach those heights. The colonial revenge, a the-world-against-the-Brits angle is a little stale – but, as I said, this is more of an announcer ad.” Lahiri waits in anticipation for the campaign that follows and says that it will be interesting for sure. 
“The last campaign 'Mauka Mauka' found a way to emotionally engage Indian cricket lovers. It smartly pitted the Indian fan versus the Pakistani fan in an engaging manner. This year's ad is more literal. It doesn't have as strong an advertising idea. It banks on the soundtrack becoming popular. The tune is catchy but the words aren't that simple. Also, there is no memorable campaign line or audio hook in the song you can take away. The larger point is - what is the objective of a campaign like this? All of India is going to follow the World Cup. They also know that Star Sports is the broadcaster. A campaign has to work harder to emotionally involve the viewer so that the channel becomes part of the conversations around the mega event. It didn't score the sentiment around the cricket world cup like the ICC CWC’15  TVC,” said Raghu Bhat, Founder & Copywriter, Scarecrow M&C Saatchi. 
 

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