Targetting 40 per cent share of the flat-panel television segment during the cricket World Cup, Sony India has earmarked ad spends of Rs 100 crore towards a multi-media campaign.
Consumer electronics brand, Sony India is targetting a 40 per cent market share in the flat-panel television segment during the cricket World Cup season from January to March. The company has set a target to sell 2,50,000 units of Bravia HD TV during the period. Sony intends to promote the complete Bravia range, which includes 20 models of Full HD 3D, Full HD LED and Full HD LCD sets.
To meet the objective, Sony has announced its plans, which include a multi-media campaign and brand associations. To begin with, Sony has tied up with ESPN-STAR Sports to provide live high-definition feed for the tournament as the on-air broadcast sponsor.
Bringing on-board the Indian cricket captain, Mahendra Singh Dhoni as the brand ambassador for a year, Sony has chalked out a Rs 100 crore multi-media campaign, including ATL and BTL activities. Dhoni will promote the company's 'The Incredible Game in Sony High Definition' campaign during the World Cup.
In a press statement, Masaru Tamagawa, managing director, Sony India, says, "Sony has chosen cricket to promote 'high definition', as it is the most popular sport in India and makes for a perfect platform to bring HD closer to our consumers."
On the choice of the ambassador, Tamagawa says that Dhoni creates the perfect synergy with the target audience during the cricket season.
Sony's campaign would be spread across various media formats, including television, print, digital, outdoor, in-store activities and special consumer connect initiatives. The television campaign will break on February 11, with more than 3,000 (television commercial) TVC spots planned across 19 leading channels. The print campaign will cover 36 top publications, while the outdoor promotions will deploy more than 100 billboards across the country.
Sony has also tied up with Airtel, which would offer free Airtel HD DTH connections on the purchase of the Bravia Full HD TVs.
The creative duties for the brand are handled by JWT India, while Lintas Media Group is Sony India's media buying agency.
Cricket has changed, cricket fans have changed and the way they watch cricket has changed… This ICC Cricket World Cup, Pepsi celebrates the new unorthodox yet immensely popular face of modern cricket with its high decibel and path-breaking campaign – ‘CHANGE THE GAME’. Through the metaphor of cricket it also salutes the Youngistaanis who within themselves have found the power to defy tradition, and pave their own way by not breaking the rules but by changing them.
Change the Game is not a notion but reality that is reflected in the way cricket is played, watched and enjoyed world-over and in India today. With this innovative campaign, Pepsi has become the official sponsor of everything that is unorthodox about the sport; whether it is Virender Sehwag’s Upper Cut, Mahendra Singh Dhoni’s Helicopter shot, Harbhajan Singh’s Doosra, Tillakaratne Dilshan’s Dilscoop, Kevin Pietersen’s Switch Hit or Virat KohliandSuresh Raina’saggressive on-field spirit.
Deepika Warrier, Marketing Director, PepsiCo Beverages, India said,“Pepsi has always been closely associated with youth platforms such as cricket; and ICC Cricket World Cup is the single biggest event that unifies millions of passionate Youngistaanis. Our Change the Game campaign celebrates the same passion and the new age mantra of cricket, which is irreverent, unorthodox, fun, challenging and unmistakably Pepsi”.
“PepsiCo is one of the global sponsors of the ICC Cricket World Cup and we have created an exciting, engaging and innovative package for brand Pepsi to leverage this mega event. We are confident that the unique campaign thought of Change the Game will appeal to the youth and inspire them to be the game changers in their own lives”, Deepika added.
Featuring some of the cricketing world’s biggest superstars, the campaign includes a series of ad films that will showcase out-of-the-box moves that are not text-book and yet help achieve the ultimate goal. Irreverent and youthful in spirit, these films promise to bring alive the passion Youngistaanis share for the game, both on and off the field. The first film as part of the campaign revolves around Indian team skipper, Mahendra Singh Dhoni’s famous game changing move – the Helicopter Shot.
The TVC is conceptualized by Taproot India’s Agnello Dias and Santosh Padhi. Pepsi had recently appointed Taproot India to design its Cricket World Cup 2011 campaign. The TVC opens with a villager training Mahendra Singh Dhoni about his famous helicopter shot which ultimately changes the game of cricket. The campaign brilliantly and aptly synchronizes Dhoni’s style of playing with the process of cutting fodder in the villages.
“Pepsi has always been the fearless voice of uninhibited youth. A belief that needed to be interpreted even as the official partner of the event. Only Pepsi could turn this official status on its head by standing up for the brave new, unorthodox face of the modern game. The unplugged, organic face of contemporary cricket that is a reflective of everything that the youth of today live by. That it’s not the textbook that matters but the result at the end of the day. Because the game can always change”, commented, Agnello Dias, Creative Director, Taproot India.
Director of the TVCs, Prasoon Pandey of Corcoise Films said, “Change The Game is a powerful concept and we have tried to bring alive the same passion and excitement in the films as we would see during the World Cup. The idea was to communicate Pepsi’s celebration of cricketers’ innovative signature moves on the field in a never-seen-before manner. For instance, the first film presents an irreverent back story about Dhoni’s famous Helicopter shot to the thrill of him actually using it during the match.”
“Change the Game is a big idea in the context of the game of cricket. With this campaign we will inspire the youth to ‘change the game’, be innovative, take risks, and do things differently even if it has not been done before. We are the official sponsors of the ICC World Cup, but with this campaign we also want to be the official sponsors of everything that is unorthodox, exciting, innovative about the game of cricket”, said, Sandeep Singh Arora, Executive Vice President – Marketing, Cola, PepsiCo India.
Speaking about ‘Change the Game’, Indian Cricket Team Captain, Mahendra Singh Dhoni said, “Change the Game for me is not about what you achieve, but how you achieve it. It is about the confidence to take risks and the courage to take the road less traveled. On field, it is about playing innovative shots or making game changing decisions at critical junctures of the play. Pepsi’s Change the Game campaign captures this thought in an exciting and innovative manner and I am sure Youngistaanis will strongly identify with it”.
Watch the making of the campaign in the words of Dhoni himself:
Supporting the on-air initiatives is the eye-catching off-air campaign with cricketers in a never-seen-before painted body look. The new body painted look is youthful, fresh and symbolic of the individual player’s passion for the game. Covered only with a layer of colourful body paint, the cricketers’ images reflect their energetic and unique persona on the field. Each design and choice of colour palette has a story behind it which mirrors the athlete’s character.
The campaign is being launched across various mediums and channels to ensure complete 3D activation across all verticals. It will be supported by a 360-degree approach including thematic ATL and outdoor, consumer engagement programmes, special edition packaging, in-stadia amplification and digital engagement programmes.
The ICC Cricket World Cup fever is back. Riding high on the cricket wave is Pepsi and now that it is also an official sponsor, the cola major celebrates the new unorthodox yet immensely popular face of modern cricket with a new campaign, titled ‘Change the Game’.
The campaign has been conceptualised by Taproot India, who has been appointed to handle the World Cup campaign for Pepsi. However, JWT India continues to be the creative partner for PepsiCo India.
Client: PepsiCo India Brand: Pepsi Agency: Taproot India Medium: Television
The Brief: It’s all about change and so is with the sport ‘Cricket’. According to PepsiCo India, their tagline – ‘Change the Game’ – is not a notion but a reality that is reflected in the way cricket is played, watched and enjoyed the world over and in India today. Through the metaphor of cricket, it salutes the Youngistaanis, who within themselves have found the power to defy tradition and pave their own way by not breaking the rules, but by changing them.
Explaining the objective, Deepika Warrier, Marketing Director, PepsiCo Beverages, India, said, “Pepsi has always been closely associated with youth platforms such as cricket; and ICC Cricket World Cup is the single biggest event that unifies millions of passionate Youngistaanis. Our ‘Change the Game’ campaign celebrates the same passion and the new age mantra of cricket, which is irreverent, unorthodox, fun, challenging and unmistakably Pepsi.”
She further said, “PepsiCo is one of the global sponsors of the ICC Cricket World Cup and we have created an innovative package for brand Pepsi to leverage this mega event. We are confident that the campaign thought of ‘Change the Game’ will appeal to the youth and inspire them to be the game changers in their own lives.”
Speaking on the thought process of the campaign, Agnello Dias, Chief Creative Officer and Co-Founder, Taproot India, said, “Pepsi has always been the fearless voice of uninhibited youth; a belief that needed to be interpreted even as the official partner of the event. Only Pepsi could turn this official status on its head by standing up for the brave new, unorthodox face of the modern game. The unplugged, organic face of contemporary cricket is a reflective of everything that the youth of today live by. That it’s not the textbook that matters, but the result is at the end of the day, because the game can always change.”
The Execution: Featuring some of the cricketing world’s biggest superstars, the campaign includes a series of ad films that will showcase out-of-the-box moves that are not text-book and yet help achieve the ultimate goal. Irreverent and youthful in spirit, these films promise to bring alive the passion Youngistaanis share for the game, both on and off the field. The first film as part of the campaign revolves around Indian team skipper Mahendra Singh Dhoni’s famous game changing move – the Helicopter Shot.
The campaign is produced by Corcoise Films and directed by Prasoon Pandey.
The Final Product: Supporting the on-air initiatives is the eye-catching off-air campaign with cricketers in a never-seen-before painted body look. The new body painted look is youthful, fresh and symbolic of the individual player’s passion for the game. Covered only with a layer of colourful body paint, the cricketers’ images reflect their energetic and unique persona on the field. Each design and choice of colour palette has a story behind it, which mirrors the athlete’s character.
The campaign is being launched across various mediums and channels to ensure complete 3D activation across all verticals. It will be supported by a 360-degree approach, including thematic ATL and outdoor, consumer engagement programmes, special edition packaging, in-stadia amplification and digital engagement programmes.
Xpert Comments: So, how does the industry professional view the latest TVC? Nilesh Vaidya, Executive Creative Director, Euro RSCG India, commented, “A watchable film, but didn’t really surprise. In fact, the only thing that got me thinking was the sign-off. Will Coke do a ‘nothing official about it’ number now?”
Our Take: It’s the Cricket World Cup and knowing how cricket-crazy Indians are, one can only expect a World Cup campaign being larger than life, especially when it comes to a cola major like Pepsi. However, though ‘Change the Game’ idea is fresh, somewhere the X-factor is missing. But here’s hoping that the overall 360 campaign has some good surprises in store.
