The ICC World Cup is just a month away now and Castrol is the latest brand to unveil its campaign for the tournament to be held in India, Sri Lanka and Bangladesh.
The campaign has been created by Ogilvy & Mather and is based on Castrol’s contest, ‘World Cup ka Hero’, in which winners get to travel to the venues of the games for an experience that Castrol claims money can’t buy.
The first TVC in the campaign has gone on air.
WATCH the TVC now (story continues below)
The film starts with a shot of Sachin Tendulkar taking his stance. Just before the bowler gets into his delivery stride, the umpire is shown stopping him because the ‘World Cup ka Hero’ can’t get a clear view of the game. The ‘Hero’ signals to the leg umpire to move so that he gets to see the batsman. After that, Tendulkar who was batting on 199* is shown taking a single but just before he’s about to complete the run, the hero’s phone rings and the game comes to a halt. Once he hangs up, the game resumes, and Tendulkar completes the run to get to his 200. Next up is the presentation ceremony where Tendulkar is announced as the man of the match. When he walks to receive his award and looks towards the hero’s seat, he pauses because the seat is vacant. The hero then appears and shows his consent for Tendulkar to receive the award. The TVC ends with a shot of Tendulkar’s signature memorabilia shown on screen for the winners of the contest.
Commenting on the TVC, Abhijit Avasthi, national creative director, Ogilvy & Mather, said, "The brief given by Castrol was to create a unique campaign around its contest. We thought it would be nice if the winner experiences an exclusive treat. That's the idea behind this campaign which is built around the future winner of the contest 'World Cup ka Hero' and the privileges he gets.”
On Tendulkar’s appointment as brand ambassador, Giriraj Bagri, vice president, marketing, Castrol India Limited, said, “We are really excited about joining forces with cricketing legend – Sachin Tendulkar, as our brand ambassador. We have a strategic marketing plan around our partnership with the ICC World Cup 2011 and this has been rolled out across India.”
Commenting on the contest launched by Castrol, he said, “The Castrol ‘World Cup ka Hero’ is an interesting concept which gives cricket fans an experiential platform for the world cup. Through this promotion, we endeavour to give the winners a lifetime experience that money can’t buy, of watching a World Cup match from a vantage position and being treated like a real ‘Hero’.”
The campaign will be a 360 degree campaign which will include communication through outdoor media, digital platforms and mass media advertising.