Blind supporter campaign opens the eyes of cricket fans

Company Brief

National, February 06, 2017

The T-20 World Cup for the Blind is not something that is very popular among those who love the sport. But the new campaign to promote the tournament this year is already changing this mindset. Roping in top cricketers in the Indian team, the advertising fraternity came together to create a campaign that intends to generate interest and support for the cause.

The print and outdoor creative were conceptualized and executed by Out of the Box. In a matter of days, Out of the Box created and shot the campaign featuring six players of the national cricket team. The current captain Virat Kohli, and five other men in blue: Ashish Nehra, Ajinkya Rahane, Gautam Gambhir, KL Rahul and Umesh Yadav. Says Viral Pandya, Chief Creative Officer of Out of the Box, “It was an honour to work for the cause. Delivering the campaign in seven days flat was exhausting and exhilarating. I thank the cricketers who came on board to promote this, from the bottom of my heart.”

The blind play cricket with a special ball that makes a rattling sound as it moves. Drawing inspiration from the ball, Out of the Box designed the trophy for the tournament.

The anthem for the T-20 World Cup for the Blind 2017, Aao Shore Machhoo Inki Himmat Badao, was penned by Sachin Das Burma of Leo Burnett, and features in the TV commercial. The anthem was tweeted by the Prime Minister, and re-tweeted by celebrities like Salman Khan, Shah Rukh Khan and Sachin Tendulkar.

The inauguration of the tournament was held on 29th January 2017, at K D Jadhav Stadium at Indira Gandhi Sports Complex. The Hon’ble Minister of Youth Affairs and Sports Shri Vijay Goel inaugurated the series, along with the Hon’ble Minister of Social Justice and Empowerment, Sri. Thawar Chand Gehlot, and Mrs. Sudha Gupta, Chairperson of Mother’s Pride and Presidium Group of Schools, took part in the lamp lighting ceremony. At the event, the nine cricket teams from across the world held a march past, and a fashion show of the visually impaired players was presented by Study By Janak.

The brands that came to support and sponsor the event include IndusInd Bank, Doordarshan, Star Sports, Ministry of Youth Affairs and Sports, SBI Buddy, Coca Cola, State Bank of Baroda, Nasscom, CricHQ, Study By Janak, Presidium, Mother's Pride, Sparsh and PVR Cinemas.

The matches for the T-20 World Cup for the Blind 2017started 30th January 2017 and will last till 12th February 2017. India lifted the first World Cup in T 20 Blind Cricket.

The entire marketing and advertising endeavour of the tournament was managed by Raaj Hiremath and Savita Hiremath through their companies Ushak Kaal Communications, Tandav Films and Sleipneir Studios.

Anthem and TVC: https://www.youtube.com/watch?v=UsSbxhWrfXA

For further information please contact:

Saboo Paul

Email: saboopaul@gmail.com