The mother of all matches is around the corner, and we’ve seen a sharp increase in ads and communication messages that are using the cricket theme. These aren’t advertisements with star performers and cricketing celebrities in them; just catchy lines and persuasive messages woven around the sport. Brands, cutting across product and service lines, have begun to find their master-strokes in such cricket-oriented communication.
Master Card, in a print ad, smartens its familiar ‘priceless’ lines to say, “Your winning even before the game has begun. Priceless.” (Though the ad is connected to IPL ticket sales, the cricket connection makes it perfect for the world cup season too.)
Fashion and You, a members-only online sales portal, uses it in its mailers. The title screams: “Go India Go. 100 Brands; up to 95% Off; One-Day Indulgence on Watches, Fragrances, Home, Apparel and More. The Fashion and You O.D.I. LIVE. Howzzat. Go, indulge.”
According to the Economic Times, Krishidhan Seeds, an India-based seed company, launched a publicity campaign with a tagline, “beejon ka Tendulkar.”
As the sub-continent places cricket on top priority on 30th March 2011, it will be interesting to see if more brands jump on to the bandwagon and find a match winner in their communication arsenal. Tell us if you spot them.
