Peppa Pig celebrates the spirit of Cricket World Cup

Entertainment One’s two-month long campaign culminates on July 7 in Mumbai ,with a meet and greet with Peppa Pig, George, and Captain of the Indian Women’s Cricket Team Mithali Raj

e4m by exchange4media Staff
Updated: Jul 2, 2019 1:56 PM

Peppa Pig is joining families across India this summer to celebrate the Cricket World Cup with a two-month-long campaign #PeppaPlaysCricket. The campaign spans over retail, broadcast and promotional activities in association with Viacom18 Consumer Products, Voot Kids, Nick Jr, Hamleys, Penguin Random House, child rights NGO Save the Children and the UK government.

The promotion aims to get children interested in the sport to unlock the potential of young cricketers across the country.

Celebrations kick-started with retail promotions at Hamleys toy stores across Mumbai, Delhi, Chennai, Hyderabad, Bengaluru, Kolkata and Pune, which featured Peppa Pig in cricket themed artwork displayed throughout the store on POS. Exclusive Peppa Pig merchandise, licensed by Viacom18 Consumer Products, is now available at Hamleys Stores across these cities.

The promotion also saw an exclusive gift with purchase offer, giving 12 lucky kids the chance to appear in a cricket themed video shoot with Peppa and George, and social media promotions attracting shoppers into the stores.

Broadcast partner Nick Jr has also created a special cricket themed video featuring actor Soha Ali Khan, who appears alongside Peppa and George to offer kids some fun tips and advice on sportsmanship and teamwor

Entertainment One is also building on its global charity partnership with Save the Children. As a part of this initiative, it invited children from Team India North who represented India at the inaugural Street Child Cricket World Cup 2019, the first Cricket World Cup for street-connected children which took place at Lord’s London to be a part of the campaign

“Peppa Pig has been receiving a phenomenal response from children in India. With the ongoing World Cup, when the entire country is on an uproar, our aim is to engage with children through the sport and celebrate touch points such as teamwork, friendship, sportsmanship, and trust - bringing out the brand values of Peppa Pig as well. We are excited to see how Peppa connects with families through cricket. With promising collaborations with various stakeholders including the UK Government, Save the Children, Penguin Random House, Viacom18 Consumer Products, and various key influencers, we very much look forward to creating unforgettable memories for families in the region” – Sarah Dempsey, SVP International Marketing, Family and Brands, EOne, said.

“Peppa Pig’s widespread popularity, especially amongst the kids has made it a household name in India. Over the years, we have built on its powerful fandom, ranging from a wide range of consumer products, to curating special content for Voot Kids that has made it one of the strongest characters of the Nickelodeon ecosystem. Riding on the cricket fever, we aim to bring Peppa Pig in India through these esteemed associations that will further strengthen its presence across platforms, catering to a wide variety of audience. We are looking forward to witness this unique combination of Peppa Pig and cricket and take the level of entertainment a notch higher”, Sachin Puntambekar, Business Head, Consumer Products, Viacom 18, said.

Speaking about the partnership, Pragya Vats, Head of Campaigns, Save the Children, said, “This is a one of its kind partnership, a creative effort to promote the essence of sports among children while spotlighting issues faced by those who live on the margins. During the course of Street Child Cricket World Cup, we identified great interest and potential for the game among children to not just play but to voice their concerns. Together, through the association, we would like to promote the spirit of the game and ensure that every last child gets the right start”.

The UK Government is endorsing this campaign through ‘Creativity is Great’, where through their social media they will promote #LetsGoPlayCricket.

The campaign will culminate with a grand finale event at Oberoi Mall in Mumbai July 7 where kids and their families will get a chance to indulge in some fun in Peppa Pig themed activities including a meet and greet with Peppa and George, and a storytelling session on the book Peppa Plays Cricket by Penguin Random House.

This finale event will be graced by the Captain of the Indian Women’s Cricket Team, Mithali Raj.


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