Top Story

Home >> Advertising >> Article

Lowe Lintas unveils 'Carry the World Cup' campaign for starsports.com

22-January-2015
Font Size   16
Lowe Lintas unveils 'Carry the World Cup' campaign for starsports.com

The World Cup fever has gripped cricket enthusiasts across the nation. Everyone, including creative agencies and online portals, are doing their best to cash in on the mega sporting extravaganza.

With the growing use of internet and smartphones in India, the challenge lies in garnering as much attention for the tournament online like matches telecast live on TV sets.

Lowe Lintas has unveiled a campaign for starsports.com titled, ‘Carry the World Cup’. The campaign, targeting young fans in India, will seek to promote video streaming of the world's biggest cricketing tournament - The ICC Cricket World Cup 2015.

Watch the video here:

Starsports.com and the starsports mobile app will provide online live streaming and video-on-demand for the entire tournament, giving cricket enthusiasts a one-stop destination to catch up on this sports extravaganza.

"Given the centrality of a mobile phone in the life of a young Indian, the ICC Cricket World Cup 2015 is going to be carried round-the-clock on the mobile screen this time. At starsports.com, we are putting together an exciting proposition for the digital fan. As always, Lowe has put together a compelling campaign for us that will resonate well with young sports fans across the country," said a spokesperson from starsports.com.

The campaign mirrors how passionate youngsters are about the sport in India. Today, with 3G on mobile phones, the youth stay connected 24x7. Lowe Lintas taps this lifestyle of the young and leaves behind a thought that when one carries a mobile phone, which has the starsports app on it, one is actually carrying the World Cup along. It, thereby, allows them to continue following their favourite sport.

"The youth don't believe that life comes to a standstill when the cricket World Cup is happening. It's this thought that was a springboard for the creative. We then just went ahead and showed all the stuff you can do while watching the World Cup. In execution, we wanted it to be really cool and have scale. And that's what Bharat Sikka has helped us do. 'Carry the World Cup' was a great way to capture our love for the World Cup without life coming to a standstill," said Arun Iyer, National Creative Director, Lowe Lintas and Partners.

Credits:

Client: Starsports.com

Creative agency: Lowe Lintas and Partners

Director: Bharat Sikka

Production house: Ransom Films

Tags

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

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
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 TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

Abraham Thomas, CEO of Radio City, and L V Krishnan, CEO, TAM Media Research, talk to exchange4media about a recent Nielsen report on radio

The announcement was made by the third judge of the Madras High Court, with an order expected later this evening.

Sanjay Goyal talks to exchange4media about the fast changing norms at companies, the current employment scenario and what would a workplace be like by 2025.