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.