Star Sports and Brooke Bond Red Label bring legends Prasad and Sohail together to recreate their iconic moment of rivalry...

In context of the Ind vs Pak clashes in the asia cup, Star Sports and Brooke Bond Red Label identified the iconic face-off between Prasad and Aamir sohail from the 1996 world cup as an opportunity. They brought these two legends together for reliving the memory with some friendly banter. This was done over a cup of Tea and they associated this moment with Brooke Bond Red Label - a brand that stands for breaking barriers.

The segment showcased how the players get beyond bitterness over a cup of tea and laugh off the intense and heated moments on-ground. This segment got featured just before the live match and apart from the media exposure through television reach; it was also leveraged on social media with this branded vignette getting exposures across TV & digital audience as well.

On social media a total of 8 posts were done on Facebook gaining a reach of over 128K per post. The video views went s over 139K with a total engagement of over 44K. On Instagram and Twitter, 3 and 8 posts were done respectively gaining as much as 51K+ impressions on Instagram and 23K+ on Twitter.

The Star Sports and Red Label teams were able to connect a FMCG category like tea by leveraging content insightfully around cricket and their brand campaign, and were able to get reach and exposure of the wide fan base of cricket fans. The nature and interest of the sports/cricket as a genre enabled this initiative to be leveraged across both TV and digital platforms.

In a fragmenting media trend across both digital and TV where driving reach for campaigns is becoming a complex task for a brand, Sports seems to be the one genre which stands out in its ability to aggregate audience and deliver that scale and reach. Many FMCG advertisers have again started leveraging the sports genre in a bigger way. For example, Coca cola leveraged the IPL 2018 Season and was also visible on the Asia cup broadcast. Pepsi has also come back onto sports (Asia cup) after choosing to sit out of sports genre for some period. Britannia also leveraged the Asia cup reach to drive its 100 years campaign. Frooti and Parle products are other advertisers who see value leveraging the IPL property year on year as it coincides with their high consumption season.

In the above context, the Star Sports-Brooke Red Label initiative is a good example of how the brand campaign can innovatively work with broadcasters to drive non-traditional routes to leverage the association with sports.