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RepIndia makes cricket groovy for ICC CWC 2019

Every Cricket World Cup season, we see brands going all out to promote themselves. While a game is being played on the pitch, a big game of contests, ideas and engagement is played simultaneously inside ad agencies. And this season is no different. If you open a newspaper, your social media or just drive on the road, you are bound to come across some sort of advertisement based on the World Cup.

This year, Repindia, one of the biggest independent digital agencies in the country, was given the task of coming up with a digital innovation that combines music with cricket for MTV Beats.

MTV Beats has been associated with the agency for close to a year now and the two have hit many digital landmarks together, However, this had to be bigger. Much bigger! After all, it’s the World Cup that we are talking about.

Going by the objective set, the creative team of Repindia, came up with the idea of giving a “Beat to Cricket”.

Since the channel is all about music and beats, this made perfect sense for the channel but the challenge was- How to do it?

Under the campaign, named, “CRICKET MEIN HAI BEAT”, the agency thought of going the beat way by giving a beat to every ball played during the world cup. What does that mean?

It basically means that a beat was assigned to every possible outcome for every ball played during the World Cup. By doing this, the entire World Cup can be converted to and heard in the form of beats.

In order to do this, Repindia came up with a Facebook newsfeed smart app where people can listen to all the LIVE matches in beats. All in real time. So when a six is made on the pitch, a beat is played on our app.

At the same time, people can also listen to all the matches that have been played this season and the highlights of every match as well.

In addition to this, the app also aims at engagement with the property, “What The Forecast”. Giving a twist to the game of predictions, this property allows people to predict scores of the upcoming overs for every LIVE match and create a short beat of their forecast and stand a chance to win exclusive MTV Beats merchandise.

All the app content can also be shared by the people on their social media thereby helping in the world of mouth promotion of the app.

The whole campaign is also heavily promoted through content pieces across social media. Neeraj Toor, Creative director, Repindia says- “When it comes to digital advertising, brands mostly fail to go beyond social media. This campaign is our attempt towards a purely digital campaign where creativity meets technology.”

One can know all about the app and the campaign through this tutorial video made by the agency.

Now it’s time to not just watch the match but to, GROOVE TO CRICKET!


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