Ola addresses the basic need of cricket fans with its anthem for World Cup
Ola, one of the world’s largest ride-hailing companies, has today unveiled its latest campaign for the ICC Cricket World Cup 2019 titled – The Anti Anthem.
With India constituting over 90% of the one billion cricket fans around the world, this is undoubtedly the most sought-after cricket season for fans in the country. And, in turn for brands. So, in its latest campaign Ola decided to do things differently.
The “Anti-Anthem” music video campaign focuses on what is most important to the fan. Not anthems, offers, promotions or free merchandise, but the sheer pleasure of watching cricket at their preferred location, be it at home, a sports club, or a friend’s house. The campaign showcases in a simple yet hard-hitting way, what the brand does best and what cricket fans truly want this World Cup season - getting to their destination to watch the match.
The digital only film went live on Sunday, 16 June, 2019.
Amod Dani, ECD, Leo Burnett Orchard said, “This World Cup, we’ve seen many brands come up with some or the other cricket/ World Cup related promotion. So what does Ola, India’s mobility expert, do during this season to ride the cricket wave? Simple: Nothing! What do people want most during the World Cup? To catch the game, at their home, their favourite restaurant, with their friends and families. So when everyone else came up with cricket and World Cup related promotions, Ola simply said we will do what we do best, we will #GetYouThere. Cause watching the match comes above all else.”
Anand Subramanium, Senior Director, Marketing & Communications, Ola said, “This video reiterates Ola’s versatility and its long term commitment to meet the dynamic needs of Indian consumers. An extension of the brand’s promise, the campaign highlights how easily and seamlessly Ola gets you to your preferred destination.” He further added, “With the World Cup being one of the most watched cricket tournaments in the country, we wanted to strike a chord with cricket buffs across India and ensure that they are able to cheer for their favourite team.”