Given the eyeballs that cricket usually affords to clients in India, agencies prefer to weave media innovations around the sport and the Lintas Media Group also chose to use the ongoing Asia Cup to showcase an innovation for their client Maruti for their SX4 range.
Lintas Media Group (LMG) in association with Star Cricket created an on field innovation which consisted of an SX 4 car suddenly emerging from under the ground on the cricket field, during a live match and zipping off. As it zips past, it leaves behind the brand name and its tag line.
V.S. Mani, senior vice president and general manager, Lintas Media Group says that "with such high ad avoidance it is important to constantly look at ways and means to integrate brand message with content. It needs to be intrusive but should seamlessly fit in so as not to put off the viewer".
"It was a two month exercise to conceptualize and execute the whole thing. We worked closely with ESPN Star team to ensure the execution came out as desired," said R. Venkatasubramanian vice president, Lintas Media Group.