MUMBAI: The biggest sporting event for this year - the ICC Cricket World Cup 2015 - is just around the corner and the clamour around it is only getting louder. While TV will be abuzz with promotions galore, a good amount of traction can be expected on social media too. To boost the buzz on social media, Lowe Lintas + Partners has unveiled a new campaign 'Carry the World Cup' for starsports.com.
The brief for the campaign was to mirror the passion of the youth and their association with the sport in India. Today, with 3G on mobile phones, the youth stays connected 24x7 thereby allowing them to keep doing what they want to. The agency wanted to tap into this lifestyle and leave 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 and at the same time do what they please to do.
Speaking about the campaign a spokesperson from starsports.com said, “Given the centrality of the mobile phone in the life of a young Indian, the ICC Cricket World Cup 2015 is going to be carried round the clock on a 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 around the country.”
The challenge for the agency was to get as much attention for the tournament online as compared to the live matches on television.
Commenting on the creative execution that was undertaken for the campaign, Lowe Lintas + Partners national creative director Arun Iyer said, “The youth don't believe that life comes to a standstill when the cricket WC 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 WC. In execution, we wanted it to be really cool and have scale. And that's what Bharat Sikka has helped us do.”
Directed by Sikka, the campaign was shot by Ransom Films. Starsports.com and the starsports mobile app will provide online live streaming and video-on-demand for the entire WC.
