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Taproot Dentsu launches new campaign for Network 18’s CricketNext

Taproot Dentsu, the creative agency from Dentsu Aegis Network, has rolled out a campaign for Network 18’s CricketNext, an app that puts the cricket-crazy fan at the centre of it. The app is designed such that it is a forum for fans to voice their opinion and post video comments, along with other standard features such as live score updates. In keeping with this theme, the films celebrate these opinionated fans.

The campaign comprises of two films, in which arm-chair experts are unexpectedly given a platform where they can be heard and valued.  The campaign stars Anil Kumble.

Speaking about the campaign, Rahul Kansal, Group Brand Advisor, Network18 said, “Cricket Next is a next level app for the next level fan. Beyond just giving live scores and basic commentary, it invites passionate cricket fans to offer their opinions and share their insights on the game. The film tries to dramatise this promise… that it's an app where fans rule.

Neeraj Kanitkar, Creative Director, Taproot Dentsu said, “The all-new CricketNext app is a homage to the ultimate cricket fan who is always ready with an opinion but has nowhere to voice it. This app is a platform where this fan’s every opinion on team selection, on-field strategies etc. is not only heard but welcomed. The TVCs are a dramatic representation of this, with Anil Kumble literally breaking the fourth wall and acknowledging the ultimate fan’s opinion.”

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