Campaign India Team
Mar 29, 2011

Center Fresh and Maxus create "Zubaan Pe Rakhe Lagaam" zone on ESPN Star website

The theme of the zone is "The Game is bigger than the cup, so just shut up”

Center Fresh and Maxus create

Chewing gum brand Center Fresh has created a  “Zubaan Pe Rakhe Lagaam” zone on the ESPN Star website, for all the un-gentlemanly incidents that are taking place in the ongoing World Cup.

Conceptualised by Maxus Delhi, this zone has in it all videos related to on-field chatter and uncalled-for sledging in the matches so far. The theme of the zone is “The Game is bigger than the cup, so just shut up”. For this campaign, the agency has partnered with Vdopia and ESPN.
 
The videos include that of Harbhajan Singh and Virat Kohli enthusiastically celebrating the fall of AB De Villiers, Sreesanth trying to push Ricky Ponting over the edge with his words, and Graeme Swann being overly aggressive with the umpire for not changing the ball.
 
R Unny, national director, Maxus Digital, said, “The idea perfectly integrates the brand philosophy and the consumer truth with cricket content, making it an instant hit among the TG.”
 
“Zubaan Pe Rakhe Lagaam moments from World Cup matches provided us with a great opportunity to associate Center Fresh with the mega event. Viewers will definitely enjoy these videos and during the process interact with the brand’s core proposition,” said Rohit Kapoor, marketing manager, Perfetti Van Melle.
 

 

Source:
Campaign India

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
Mars calls £400m media buying review
Premium
1 hour ago

Mars calls £400m media buying review

Markets include India, China and five others

Premium
Unilever plots in-house branded content division
Premium
1 hour ago

Unilever plots in-house branded content division

To launch two units dedicated to branded content

Premium
‘The world is full of friends we haven’t met’
Premium
5 hours ago

‘The world is full of friends we haven’t met’

The author reflects on learnings from the AFAA Fast Track programme in Malaysia this September

Premium
7 days to go: Final entry deadline for Agency of the Year 2016
Premium
6 hours ago

7 days to go: Final entry deadline for Agency of ...

Don’t miss your opportunity to be part of the 2016 edition of the most prestigious advertising and communications industry awards in Asia-Pacific.