Star’s ‘Mauka’ campaign drives YouTube’s views in Q1


MUMBAI: With a whopping 10 million views, Star India’s ‘Mauka Mauka’ ad campaign for the ICC Cricket World Cup earlier this year, has been the second most watched campaign in the first quarter of 2015 on the video platform YouTube.

The campaign comes second only to Gillette’s ‘the best a fan can get’ ad campaign.

The ICC Cricket World Cup 2015 was a money raker in Q1 2015 as advertisers flocked to the tournament. With India’s stupendous performance throughout the World Cup, it was indeed one of the most important moments of the year. However, a lot has also changed since the last edition of the World Cup in 2011. For example, there are more users now on the Internet, social media commentary drives live entertainment and the match is played both on field and off the field across the Internet. Keeping the third reason in mind, YouTube India came up with the top trending ads of Q1 and cricket was the flavor of the quarter.

A number of users lapped up campaigns built around the gentleman’s game. With the UGC around Mauka Mauka garnering a total of 10 million views only went on to prove the power of YouTube as a platform that can amplify the reach of a campaign through endemic content.

The third campaign making it to the list was the Boost Cricket Anthem – Hey Champion, Stay Champion. The fourth in the list is the innovative #LiveItAbhi campaign undertaken by FMCG brand Pepsi.

Ranbir Kapoor and Saavn Cricket World Cup 2015 ad featured on Valentine’s Day came in fifth followed by Pidilite. The Sony Bravia TVC called The Most Colourful Cricket Experience stood at the seventh spot while Cricket Face Paint campaign by Google+ took the eighth spot.

The #YehGameHiHaiTasteKa brand campaign by Lays was at the ninth spot while the tenth spot was taken by the Micromax Unite Cricket Anthem 2015.

As per the report, the list suggests that users love content that is built around things that they are passionate about, in this case cricket.

“As a marketer, when these big sporting moments occur, one wants to be there for people, helping them have the time of their lives before, during and after the game — not just waiting for a break in play to get a word in,” states the YouTube India report.

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