As the excitement around the much-anticipated ICC T20 World Cup heightens with each passing day, Google, in an attempt to cash in on this cricket fever, has released its latest campaign highlighting the range of new cricket 'search' features on its Google app for cricket fans in India.
The company will offer a range of features for the cricket-crazy audience which range from regular score updates to match schedules, in both English and Hindi. The new 'search' experience also includes news articles related to games, teams and players, as well as score boxes with in-depth game stats.
The campaign, which has been conceptualised by Lowe Lintas Delhi, aims to communicate to cricket lovers that answers to their queries regarding cricket and all associated trivia such as score updates, schedules, even cricket gear during the T20 Tournament will be available on the Google's new 'search' feature App.
As part of the campaign, two films have been released so far. The first film titled Cricket Score, revolves around the obsession for regular score updates during India's cricket matches. People are always curious about cricket scores and want regular updates even while driving, shopping, and while in office, which will now be available on Google App's new cricket update feature.
The second film titled Cricket Jersey shows how users can now use the app to not just get the score, but all answers/solutions related to cricket. In the film, a boy's hand-painted jersey gets washed out in the rain. But, Google offers his father multiple options to get another jersey for his son for the upcoming match.
Commenting on the new campaign, Sapna Chadha, head of marketing, Google India, says, "Being away from the action can be frustrating, but with the launch of new cricket experiences on the Google app from today, you can be a part of all the action and not miss out on anything."
Arun Iyer, chief creative officer, Lowe Lintas, says, "Die-hard fans of cricket will stop at nothing to get updates on scores or any information related to cricket. This element has been captured beautifully through the two films that show that you cannot take cricket out of a fan. And, it's only through relevant and timely information that you can be one up on them."
Naveen Gaur, president, Lowe Lintas, says, "Cricket is the biggest passion of this country, in that each Indian is a bigger cricket lover than the next. And, as one of the leader brands creating a digital world, it's only natural that Google becomes the most preferred platform for any cricket-related queries."
The campaign will be aired during the upcoming T20 Cricket World Cup, as well as during IPL 2016, and will span on online and offline mediums.