McDowell's seeks to celebrate cricket & Yaari in a unique way: Subroto Geed

Even as India was moving towards a nail-biting win against Australia in the ICC T20 World Cup tie last night, there would have been many who kept their fingers crossed and even made pacts to do (or not do) some activity that would lead to India’s victory.

Plunging into the excitement of the ongoing cricket season, McDowell’s No. 1 Soda launched a new campaign urging the country’s ‘Yaars’ to come together in a rather unique way to cheer for Team India.

The new McDowell’s No.1 Soda campaign celebrates the time-honoured tradition that when close friends who are also frenzied sport lovers come together to watch a cricket match, very often one person ends up making an incredulous or silly promise in the hope of securing India’s victory; and in most cases the entire set of friends willingly or grudgingly join in on fulfilling this crazy promise cause ‘Yaari hai, Nibhana toh padega’.

To take the campaign to its crescendo, McDowell’s No. 1 Soda brought together two popular TV hosts, actors and close personal friends – Rannvijay Singh and Manish Paul, for a live act on Facebook. The first-of-its-kind engagement saw the duo making and fulfilling the zaniest and whackiest ‘yaari promises’ during the India-Australia match, live in front of millions of fans.

Commenting on the initiative, Subroto Geed, Senior Vice President, Marketing, United Spirits, said, “We know that Asli Yaars will do everything to fulfil their No.1 Yaari promises and help India win. McDowell’s No. 1 Soda enables the celebration of the moments that strengthen the bonds of brotherhood and we are very excited with this first of its kind digital activity using Facebook Live, an interactive video function, to bring together cricket and Yaari in a unique fashion. We are very pleased to have the talented duo Rannvijay and Manish on board to help us create new benchmarks in audience engagement.”

Commenting on this unique and first of its kind initiative, the reel and real life friends said, “As ardent cricket fans we completely relate to the campaign which is a true reflection of our long standing friendship and sentiments towards the game. This is exactly the kind of tension and funny promises that plays out across hordes of Indian homes when close friends meet on Match day. Even till this days we make it a point to spend match days with friends and showcase our passion by fulfilling promises made at the heat of the moment. We are looking forward to the Sunday match as the experience promises to be better and bigger through the Facebook Live video function. The fun part only gets amplified as we get to watch the match with close friends and a larger audience who resonate the same attitude and passion for the game”

This activity concept was co-created by DDB Mudra and Elements MediaWorks, while 7Edge presented the digital solutions.

McDowell’s No. 1 Soda is also running a contest where cricket crazy ‘yaars’ are being urged to make and fulfil the craziest No. 1 Yaari promises to celebrate their friendships and also get a chance to win prizes.

Yaari Nibhao Jeet Manao - #No1Yaari Promise No.1
https://www.youtube.com/watch?v=HhYc4hK5V9U

Yaari Nibhao Jeet Manao - #No1Yaari Promise No.2
https://www.youtube.com/watch?v=mhzwkZWKfYE