The biggest cricketing event on the planet has kicked off amidst great expectations, anticipations, excitement and frenzy. As the ICC Cricket World Cup 2011 proceeds into its third week, let’s take a look at the fortnightly action. While most of the things have gone according to the script, the World Cup has sprung up a few surprises of its own. Amongst the biggest ones is the astonishing defeat handed over to England by their Irish neighbors in a record run chase. Pakistan’s emergence out of a plethora of scandals and strife, to vanquish Sri Lanka raised quite a few eyebrows. While our very own country almost snatched defeat from the jaws of victory against England!
Shifting our gaze from cricket to advertising, the scenario appears quite different. Out of the top advertisers of the mega event (which includes LG, Nokia, Hero Honda Motors, Sony, Vodafone, Pepsi, Airtel et al.) only Pepsi has been able to make a substantial impact on the audiences. I would give Pepsi a 7 on 10 for its enthralling World Cup commercials. And therefore, it didn’t come as a surprise when Pepsi turned out to be the most recalled brand after the first match of the World Cup (Ormax Media’s syndicated study on ICC World Cup 2011). Meanwhile, the others are struggling at 3 on 10.
Barring Pepsi, only the Fevicol commercial has managed to create a flutter. Based on a simple, lighthearted and entertaining script the commercial takes the legacy of Fevicol campaigns forward while bringing a smile on its viewer’s face. The ZooZoo teasers generating quite a bit of curiosity early on, flattered to deceive. The transformation of the ZooZoos from that of being charming and lovable to a ‘Rajnikant’ or ‘Superman’ didn’t go too well with the viewers either. Probably it’s this transformation or the overdose of them or a mixture of both that struggles to recreate the old magic of these wonderful characters.
Apart from the hackneyed spectacular images portraying HD experience, Sony Bravia’s recent campaign too fails to create a stir amongst the audiences. Not many commercials have made their mark till now but hopefully the brands are doing well. Sales of HD DVRs and LED TVs have soared, irrespective of the commercials making a significant impact in the consumers’ minds.
The inundation of cricketers in ads in times of the cricket world cup has also witnessed a marked decrease this time perhaps due to ICC’s stringent rule against ambush marketing, refraining players from promoting companies and products not related to the World Cup. While the theme song of the cricket World Cup held lots of promise, it failed to enrapture the audiences unlike the football world cup’s official song which became a rage at that time. Thanks to Taproot India, the new Pepsi commercials have managed to stand out amidst the cluttered lot. With a major part of the tournament still left players like Coca Cola, Bajaj are expected to make an entry anytime soon. Hopefully the ads in the second leg of the World Cup will pick up akin to Dhoni’s “helicopter shot” and Sehwag’s “upar cut”. And as for cricket, here’s an interesting piece of thought to leave you with- Bangladesh beat Ireland, while Ireland defeated England. The e minnows are beginning to show their teeth!
Shifting our gaze from cricket to advertising, the scenario appears quite different. Out of the top advertisers of the mega event (which includes LG, Nokia, Hero Honda Motors, Sony, Vodafone, Pepsi, Airtel et al.) only Pepsi has been able to make a substantial impact on the audiences. I would give Pepsi a 7 on 10 for its enthralling World Cup commercials. And therefore, it didn’t come as a surprise when Pepsi turned out to be the most recalled brand after the first match of the World Cup (Ormax Media’s syndicated study on ICC World Cup 2011). Meanwhile, the others are struggling at 3 on 10.
Barring Pepsi, only the Fevicol commercial has managed to create a flutter. Based on a simple, lighthearted and entertaining script the commercial takes the legacy of Fevicol campaigns forward while bringing a smile on its viewer’s face. The ZooZoo teasers generating quite a bit of curiosity early on, flattered to deceive. The transformation of the ZooZoos from that of being charming and lovable to a ‘Rajnikant’ or ‘Superman’ didn’t go too well with the viewers either. Probably it’s this transformation or the overdose of them or a mixture of both that struggles to recreate the old magic of these wonderful characters.
Apart from the hackneyed spectacular images portraying HD experience, Sony Bravia’s recent campaign too fails to create a stir amongst the audiences. Not many commercials have made their mark till now but hopefully the brands are doing well. Sales of HD DVRs and LED TVs have soared, irrespective of the commercials making a significant impact in the consumers’ minds.
The inundation of cricketers in ads in times of the cricket world cup has also witnessed a marked decrease this time perhaps due to ICC’s stringent rule against ambush marketing, refraining players from promoting companies and products not related to the World Cup. While the theme song of the cricket World Cup held lots of promise, it failed to enrapture the audiences unlike the football world cup’s official song which became a rage at that time. Thanks to Taproot India, the new Pepsi commercials have managed to stand out amidst the cluttered lot. With a major part of the tournament still left players like Coca Cola, Bajaj are expected to make an entry anytime soon. Hopefully the ads in the second leg of the World Cup will pick up akin to Dhoni’s “helicopter shot” and Sehwag’s “upar cut”. And as for cricket, here’s an interesting piece of thought to leave you with- Bangladesh beat Ireland, while Ireland defeated England. The e minnows are beginning to show their teeth!
