ESS is ‘Housefull’ for T20 WC

MUMBAI: Generally cricket and Bollywood compete fiercely with each other for viewers attention. However with ESPN Star Sports’ (ESS) campaign for the Twenty20 World Cup, they have become bedfellows.

The broadcaster has tied up with the film Housefull. This is the third time that ESS has joined hands with Nadiadwala Grandson Entertainment, following Mujhse Shaadi Karoge and Heyy Babyy. The film and the Twenty20 World Cup start on 30 April. 
Two TVCs have been created. In one of them, the stars of the film - Akshay Kumar, Lara Dutta and Riteish Deshmukh - are cheering the Indian team when it does well and exclaiming in disappointment when mistakes are made on the field. In the end they utter the campaign’s tagline which is ‘Josh Badega Jab World Cup Mein Desh Ladega’.

Explaining the concept of the campaign, ESS senior director marketing Nirmal Dayani notes that when Indian cricketers fight for the nation, passion rises and hits the roof. The campaign talks about this fight for pride. It is different from the campaign done for last year’s Twenty20 World Cup which was more combative in nature because India was defending the title.
When asked about why the campaign was being released a little over two weeks before the start of the event, Dayani notes that the aim was to have an intense burst closer to the property and drive fan affinity. The advantage is that there is no need to build awareness about the property per se. He concedes that the hype being generated by the IPL both on and off the field will mean that ESS has a task on its hands in terms of getting viewers’ attention. “Our focus will be on building fan engagement. We are doing above and below the line activities.”
Apart from print and radio, the cinema halls and malls will also be used. The broadcaster will air spots in cinema halls and also run a contest. "This could send winners to the West Indies. The modalities are being finalised and sponsors will be roped in for this," Dayani says.

Latest Reads
Vernacular content consumers to be 2.5 times English by 2021: Deloitte

MUMBAI: Deloitte India has launched the eighth edition of its report on technology, media and telecommunications which predicts major advances in machine learning, voice over LTE (VoLTE) technology services and over-the-top (OTT) platforms, apart from other trends.

MAM Marketing MAM
IAA's new initiative seeks to end rigidity in office timings

A new social initiative titled #WorkToLiveToWork has been undertaken by the International Advertising Association’s (IAA) India chapter with Nandini Dias, managing committee member of IAA and CEO of Lodestar India, at the helm. Dias lost two colleagues in separate accidents related to railways...

MAM Media and Advertising People
PVR promotes cleaner air

MUMBAI: Cinema exhibition company PVR Pictures has launched a new campaign called, #BeTheCommuter with an aim to promote clean air and curb pollution.

MAM Marketing Brands forays into furniture

MUMBAI: In a move to further expand its product categories,, India’s first B2B e-commerce platform for hospitality procurements has announced its entry into furniture, fixture and equipment (FF&E) segment.  With over 50 brands and more than 5000 products from across the globe,...

MAM Marketing Brands
Digital will be core of ad budgets by 2020: DAN report

MUMBAI: The increasing penetration of digital media in India is creating huge opportunities for marketers to reach out to untapped audiences in newer ways than before. Marketers are getting innovative with the way they choose to advertise to their audience.

MAM Media and Advertising Digital Agencies
Vodafone brings back the Pug in AR

MUMBAI: Television viewers and spectators at Sunday’s grand finale of the Vodafone Premiere Badminton League broke into impromptu smiles when they realised they had unexpected company.

MAM Marketing Brands
Smartworks shows tech-friendly office in new ad

MUMBAI: Provider of shared work spaces, Smartworks has launched its second brand video featuring the benefits of hassle free technology to enhance collaboration and productivity for its members.

MAM Marketing MAM
Ramesh & Suresh get 'lost' again in Cadbury 5Star 3D

MUMBAI: Ramesh and Suresh are back and this time they are lost at a whole new level. Over the last twelve years, Cadbury 5Star has entertained viewers bringing to them ‘lost’ antics of the iconic duo of Ramesh and Suresh.

MAM Marketing MAM
Amazon says out with the old in Great Indian Sale ads

MUMBAI: E-commerce giant Amazon has launched its new campaign ‘Ab Sehan Kyun Karna’ in tandem with its first Great Indian Sale for 2018. The message to the customers is to do away with the old and usher in the new for the new year. The campaign features a series of ads on various situations in...

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories