MAM

Toshibas passion for cricket unlocked by Dentsu Marcom

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/mam-images/2015/10/24/cricket.jpg?itok=XKkM4S7r

MUMBAI: Dentsu Marcom has brought out a new campaign for Toshiba - India’s latest Cricket Series LED televisions.

The aim of the campaign which will be on TV, retail and digital is to showcase the television in a distinctive and never-before manner. For a consumer who is evolved and understands technology, in a category where picture quality and design are hygiene and a market where competitors peg bets on superior technology features to stay current, the challenge in front of the agency was to stay away from the twin clutter of  television set ads and cricket/sports ads.

“If you’ve ever sat in front of the TV when Chris Gayle hammers one of his sixes but have no idea where the ball went, because the TV couldn't capture it; if you’ve ever looked at the brown blotch on the screen on which Ravi Shastri was pacing and giving out his pundit-like pitch report and wondered what he was able to see there; if you’ve ever wondered at why the ground looks greener when you’re in the stadium versus on the TV; if you’ve ever wondered why your eyes and ears and your cricket-crazed senses never seem to have the richest cricket-enjoying experience on any TV until now, the all-new Cricket Series LED televisions from Toshiba was made just for you. So you can Enjoy. Every. Bit. As a cricket Fanatic myself, I could relate easily to the frustrations of the Fanatic that must have been the inspiration for Toshiba to develop this TV. And so when we set out to create the communication for it, we saw it more as a reverent offering to the Cricket Fanatic than as a mere ad,” said Dentsu India Group EVP and national planning head Narayan Devanathan.

All the clichés about cricket being a religion in India notwithstanding, one thing is clear when an experience promises to be so rich, you will want to miss nothing. Hence the proposition: Enjoy. Every. Bit.

 “We’ve seen so much cricket advertising in this country. We’ve also seen so much of TV advertising on TV. The idea was to do something unique that stands out off the clutter and makes Toshiba Cricket TV the best way to consume cricket. The insight was that when you want to enjoy something, you want to enjoy every bit of it. So with the Toshiba Cricket TV, a cricket fan can now enjoy every gasp and every gulp of the game,” said Dentsu Marcom NCD Titus Uppturu.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/24/pti.jpg?itok=ODcDqogI
Vedanta Group ropes in former PTI CEO MK Razdan

NEW DELHI: Vedanta Group has roped in MK Razdan, former CEO and editor-in-chief of PTI as a  senior advisor- corporate communications team. He will be based out of Delhi. Razdan is a well known name in the industry and has spent over three decades in the industry.  The veteran journalist became PTI...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/24/vishal_subharwal.jpg?itok=Uzl16i2V
HDFC Life Partners with Sportskeeda for IPL 2020

Mumbai: HDFC Life Insurance Company, one of India’s leading life insurance companies, signs an official sponsorship agreement with Sportskeeda for IPL 2020. With the sporting world still gradually being reinstated to normalcy, the biggest franchise T20 cricket tournament - Indian Premier League...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/24/carvaan-vikram_mehra.jpg?itok=_z61oGZG
Saregama plots Carvaan's post-Covid journey

MUMBAI: ‘Who buys a transistor radio in the times of iPods and apps?’

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/23/dia.jpg?itok=0-IkoI4V
The Better Home onboards Dia Mirza as brand ambassador

NEW DELHI: India’s first brand of subscription eco-friendly home cleaners, The Better Home, has partnered with Bollywood actor, UN Environment Goodwill ambassador, UN Secretary General’s SDGs advocate, and Wildlife Trust of India ambassador Dia Mirza as brand ambassador for their range of eco-...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/23/hydrabad.jpg?itok=f0rgdhpI
Kansai Nerolac continues to sponsor Sunrisers Hyderabad

Mumbai: In a bid to strengthen its long-standing partnership with the T20 franchisees, Kansai Nerolac Paints (KNPL), one of the leading paint companies in India will continue its association with Sunrisers Hyderabad (SRH) for the cricket league’s thirteenth season. The most loved sports...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/23/sonu.jpg?itok=C4pS9LiY
Acer India signs Sonu Sood as brand ambassador

NEW DELHI: Acer India, the PC brand, has roped in Bollywood actor Sonu Sood as its brand ambassador. The actor will be seen endorsing the brand's innovative range of products across media platforms for campaign to talk about Acer’s commitment to improving people’s lives through technology. This...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/23/maxlife.jpg?itok=LhoHZb4D
Max Life is official life insurance partner for team RCB

NEW DELHI: Max Life Insurance Company has unveiled its latest ad campaign with Royal Challengers Bangalore. Featuring ace players of the team in a geared up avatar, the brand new television commercial (TVC) attempts to reinforce the importance of financial protection in the form of term insurance...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/23/fantasy_sports.jpg?itok=fSoWo8fb
Online fantasy sports platforms & their IPL romance

NEW DELHI: Ten years ago, if someone told you that you could create your own virtual sports team and win money, you would have laughed off the idea. However, a handful of techies believed in the possibility. They have not only turned it into a business but have developed an entire new category...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/09/22/bharatpe.jpg?itok=73dOVmOK
BharatPe ropes in 11 cricketers as brand ambassadors

NEW DELHI: As the country gets ready to kickstart the festive season through cricket, BharatPe, India’s leading merchant payment network, is all set to invigorate the market with its own team of 11 cricket superstars as it's brand ambassadors. The BharatPe XI team includes India’s top international...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required