In a three-way pitch involving Samsung's club agencies, Grey Worldwide, Cheil Communications and Mudra Communication, Grey has lifted the advertising business for Samsung Cup, the forthcoming Indo-Pak cricket series. Anish Srikrishna, AGM, marketing, Samsung, told agencyfaqs!, "The communication would be very different and innovative. This series is as much about cricket as it is about peace. These are the twin aspects we would like to highlight in our communication. Given the importance of the series, the budget will be substantial."
Ashutosh Khanna, COO, Grey Worldwide, said, "We are extremely excited about winning this account as this completes a hatrick for Grey Delhi this year -- the India Shining account, India's largest IPO - ONGC - and now the crowning glory the Samsung Cup." The pitch, Grey reveals, was won on the back of the campaign idea that the agency created for the cricketing series. The thought - embodied in the line 'Jeet lo dil!' - was to give the series a more-than-cricket atmosphere, one that encapsulated the newly found spirit of friendship between the two nations. The fact that an Indo-Pak rubber is happening after a 14-year hiatus suggests larger dynamics at play, and the agency says the campaign mirrors the joyful emotions of the cricket-loving public of the neighbouring countries.
On its part, Samsung, the title sponsor for the series between India and Pakistan, plans to make most of this opportunity to further its brand equity. The agency reveals that its communication package for the Samsung Cup series consists of a Samsung anthem, which is going to be sung by two Indians and two Pakistani singers, and a print and TV campaign. The names of the singers are yet to be finalised. Interestingly, Grey has also designed the trophy for the series, and is overseeing the production of the same.
The five one-day internationals and three test matches will be played from March 11, marking India 's first cricket tour of Pakistan since 1989. © 2004 agencyfaqs!