Home >> Advertising >> Article

IPL ad series-Part I: Will Amazon’s Chonkpur Cheetahs continue to roar this year too?

16-April-2018
Font Size   16
IPL ad series-Part I: Will Amazon’s Chonkpur Cheetahs continue to roar this year too?

Considering the brand magnet that IPL has turned out to be, it’s no surprise that ads across categories try to make a mark in what has now become a cluttered IPL ad environment. The good part is that the cricket season also gives brands an ideal window to experiment with storytelling formats. It is also interesting to note that this year, the creativity and innovation of ad campaigns will be recognized and the best ones to be be aired during IPL 2018 will be felicitated, courtesy Star Re.Imagine Awards. 
To acknowledge some interesting body of work rolled out for IPL, the following is the first part of a five-day IPL ad series, starting today, which will take a look at an impactful ad campaign and why we’re ‘clean-bowled’ by it. 
Today, we take a look at the comeback of Amazon's Chonkpur Cheetahs ad campaign.
The creative
e-commerce giant, Amazon had kicked off the Chonkpur Cheetahs campaign during IPL last year. Last year’s integrated brand campaign was all about a team playing cricket in a small town of India and how they overcame challenges of access, and the role Amazon plays in that journey. Taking this further from Udaipur, the ad released for IPL 2018 shows the team move to a bigger city and mirror their struggles of being in an unknown city.

Our take
The brand has followed the campaign series format, which might have required the brand and the agency to further improve and outdo the creative idea with this commercial, but Amazon has stuck to being consistent and direct in its marketing approach. Picking up behavioural traits and capturing the mind-set of shoppers, the campaign comes across as well-researched as it leverages the right Indian insights like ‘apni dukaan’ and ‘anjaan shahar main’ making it more relatable but with a tinge of humour. The campaign has garnered over 4.4 million views on YouTube (at the time of writing this article) which says a thing or two about how it did strike a chord with consumers. To further amp this up, Amazon’s responses to customer queries are also in perfect synergy with IPL. 
According to a quantitative digital marketing analysis of IPL 2017 by XOR Labs, the video engagement garnered by Amazon’s Chonkpur Cheetahs ad campaign had crossed over 16,881,274 and 81,361 conversations, owing to the characters of Chonkpur Cheetahs and how the audience identified with them.
twitter-reply.jpg">

Hits and misses?

The campaign very strongly pitches the brand as playing a role in the pursuit of people’s dreams and taking care of their needs as they chase them. Making the consumer central to the message with recall, a dash of humor, relevance, and relatability, the ad ticks all the right boxes and these 'Cheetahs' could yet again prove to be a roaring rage for Amazon.

Tags Amazon IPL 2018 Chonkpur Cheetahs

In an interaction with exchange4media, PC Musthafa, CEO & Co-Founder iD Fresh Food shares how the brand deals with competition and marketing strategies followed by them.

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

right
left
BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES MARK TULLY, OTHER JOURNALISTS HONOURED BY MUMBAI PRESS CLUB AT ANNUAL REDINK AWARDS TALENTED YOUNGSTERS GET TO PRESENT THEIR WORK BEFORE STALWARTS IN THE AD INDUSTRY INDIA RADIO FORUM 2018 RECOGNIZES EXCELLENCE IN RADIO INDUSTRY OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS

To catch the 70s vibe, the set was lit up in blue and pink, with quick cuts and funky music which captures the fun aspects of Dogra and Shibani Dandekar effortlessly

Shujaat Bukhari, Editor of Rising Kashmir, was given police security after he was attacked in 2000; he was also abducted in 2006 but managed to escape

The agency conceptualized this one for brand Durex.