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

Related Articles

Just Published

1 day ago

No internet, no problem: AI dials up Bharat

Centerfruit’s tongue-twisting Voice AI campaign proves rural India doesn’t need screens to engage—just smart tech with local soul.

1 day ago

Magna forecasts a 7.7% increase in India’s adex for ...

With no elections or cricket highs, India’s INR 1371 billion adex proves that digital muscle, data depth, and media shifts are driving real momentum.

1 day ago

WPP global comms boss Chris Wade steps down

Former Ogilvy UK CEO Michael Frohlich will replace Wade, who leaves the holding company after 13 years.

1 day ago

Cookies crumble, privacy prevails: Marketing’s new ...

The era of lazy personalisation is over. Epsilon senior vice president for analytics believes that marketers must now trade third-party tracking for first-party trust, clean data, and cultural transparency—or risk fading into irrelevance.