Building on its 'Cricket ka keeda' campaign launched prior to the ICC World Cup in 2015, Cricbuzz has recently rolled out three more TVCs that are on air during the India-South Africa Test series. The campaign has been conceptualised by From Here On.
One film shows a meeting between the prospective groom's and bride's families. The boy constantly keeps looking down, giving the girl's father the impression that he's shy. When he asks young man what's the one thing he liked most about his daughter, he says 'Fine leg'. While everyone looks around uncomfortably, he clarifies that he was referring to a catch being dropped at 'Fine leg', implying that he was following a cricket match on his phone. The voice over explains his fixation with cricket using the Cricbuzz app, saying 'Cricket ka keedha toh ho ga hi, jab ho Cricbuzz ka mobile app.'
Another film shows a couple at a shop. A lady walks out of a trial room and asks her partner about how she's looking in a slim fit dress. The man, immersed on his mobile phone, says 'Wide'. He then realises what he's said and follows it with 'Ball' to tell her that he was following a cricket match on the app. A salesman next to him pokes fun at the situation by saying 'Wide ball pe hit wicket'. The film follows the same pattern as the others to introduce the app.
A third film is set at an airport. A man strolls down slowly with his bag as he's doing something on his mobile. As the last call announcement is made, he speeds up and dives to reach the Check-in counter. Just as he does, the 'Counter closed' board is put up. The man contests this, saying his bag had crossed the crease (the line) before the lady put up the sign. The lady counters that the 'Line belongs to the umpire' and tells him that he's out. The man signals for a third umpire as he looks to negotiate with the lady to allow him to take the flight.
Pratik Mazumder, VP and head marketing, Times Internet, said, “With cricket in the air and India having a long season before the 2016 T20 World Cup, this is a great time to create a recall about the brand with a funny and laugh-inducing campaign that touches all cricket lovers. Cricket creates such passion among its followers that they get immersed in that world and forget everything else. We will keep bringing out newer commercials as the cricket season progresses, till the T20 World cup in 2016."