January 17, 2011

Ogilvy Mumbai Started Campaign for ICC Cricket World Cup 2011

ICC has started one of the biggest cricket campaigns for Cricket World Cup 2011 to raise cricket spirit world wide. The campaign will go across the sub-continent. The campaign has been conceptualized by the Marketing Team of ICC and Ogilvy Mumbai. This is going to be the biggest sport promoting campaign in the sub –Continent The campaign started with the launch of  TVC titled ‘Tightrope’; watch the TVC here.

The Cricket World Cup is the biggest and most prestigious tournament in the game.14 countries will battle for the cup .India Sri Lanka and Bangladesh are co-hosting the tournament this year. Every team has a great covetousness to win the cup. More ever the Indian sub-continent has extra fascination for cricket. Keeping all this in mind an all-round campaign has been created for India, Sri Lanka and Bangladesh including the mediums like- TV, Print, Outdoor, PR Digital and Activation.

The ‘Tightrope’ has been used metaphorically to denote the idea that every cricketer, every country, every fan wants to win the race to the cup But it is very difficult and for every player it is like walking on a tight rope. The shoots have been taken across the city of Joypur for five days. The captains from most of the playing nations, more than 400 fans and tight-rope walkers from USA and UK took part in the commercial. Bob of Good Morning Films has directed the film and Dhruv Ghanekar has composed the music.

There is also the theme song titled ‘De Ghumaa Ke’. Shankar Ehsaan Loy has Composed and sung the song. It has been released on radio channels across the country. ICC will also arrange contests, place count-down clock in venue cities, airport, and busiest shopping malls.  There will also be very specially designed ICC CWC 2011 branded vans.

Ogilvy has started nationwide school approaching campaign along with UNIAIDS to reach 70 school and involve 10000 students in an AIDS awareness campaign and Inter School Mini World Cup tournament.