ICC World Cup's official sponsor - LG - wanted to rekindle the zeal of cricket enthusiasts before the start of the tournament. Keeping that in mind, DDB MudraMax-Experiential created a larger-than-life 'signature bat campaign' to create buzz around the much-awaited property.
The size of the bat must have made for a curious sight as the Mumbai location alone experienced a footfall of over 50,000 audiences. People were overwhelmed with the idea of getting an opportunity to send personal good wishes and messages to their favourite team. The original World Cup trophy being on display brought back the nostalgia of winning the World Cup last time and geared up the audience to cheer India to win it back this year.
Niladri Datta, head, corporate marketing, LG Electronics India, says, "We are extremely proud to be the official global partners of ICC for all these years and to be a part of 2015's biggest sporting spectacle, the ICC Cricket World Cup 2015. Indians are one of the biggest followers of cricket across the world, and it gives us immense pleasure and delight to offer our consumers and cricket lovers an opportunity to experience the trophy in person, and share their good wishes with the Indian team through the Big Bat ceremony arranged across five cities. With this activity, LG brought the game closer to the cricket fans and gave them a platform to share their wishes directly with their favorite team."
The campaign was a success as more than 2, 500 audiences, from across cities, signed on the bat and wished their team. The zeal multiplied with the presence of famous Indian cricketer Virendra Sehwag, who addressed his fans in Gurgaon & Noida.
Mandeep Malhotra, president, DDB MudraMax, says, "Cricket still remains the one unified religion of our country. Making the signature bat for seeking well wishes for the teams across the country was a brilliant idea, requiring operational excellence. We are glad that our campaign garnered lot of awareness and buzz right before the World Cup 2015. I believe that this campaign was quite instrumental to set the momentum rolling for the cricket season."
DDB MudraMax is the engagement & experience agency of the DDB Mudra Group. It provides multi-specialty expertise including OOH, retail and experiential to help build brands in the age of convergence.