Campaign India Team
Mar 11, 2016

Google app promises to feed India's incessant cricket hunger

Watch the ad films conceptualised by Lowe Lintas here

Google has rolled out two films in the lead up to the ICC T20 World Cup. The films have been conceptualised by Lowe Lintas and highlight the search feature with respect to cricket on the Google app. 
The first film highlights the score feature. As a couple place two apples on a billing counter in a super market, the man asks 'Kitna hua' (how much). The man at the billing desk says 120 for two. The lady looks confused, but the man replies saying he was expecting it to be 150. The man at the billing counter says 180 is a given. The lady looks more perplexed, as the man says nowadays even 200 is less. A person waiting in the line says the actual fun of it will be at 220. That's when the man at the billing counter says, one more is down, shows his phone to the couple, displaying the score. The lady realises what the discussion was about. She responds to this by saying, that they'll pull along the score as it is a batting pitch. 

The other film shows a child painting a T-shirt to the colours of the Indian cricket team. He keeps it hanging outside the house to dry. His efforts are ruined when the colours on the jersey get washed out due to rain. When it rains, the mother asks her husband about the cricket match he was going to watch with the child day after. That's when the father remembers that the T-shirt is drying outside. He goes to Google and gets his son a new jersey without revealing it to him. 
Sapna Chadha, head of marketing, Google India, said, “Being away from the action can be frustrating, but from today you’ll never have to miss another moment with the launch of new cricket experiences on the Google app.”
Arun Iyer, chief creative officer, Lowe Lintas, said, “Die-hard fans of cricket will stop at nothing to get the updates on scores or any information related to cricket. This element has been captured beautifully through the two films that goes on to show that no matter what you cannot take cricket out of a fan, and it’s only through relevant and timely information that you can go one-up with them.”
Naveen Gaur, president, Lowe Lintas, added, “Cricket is the biggest passion of this country where every Indian is a bigger cricket lover than the next one. And as one of the leader brands creating a digital world, it’s only natural that Google becomes the most preferred platform for any cricket-related queries”.
The films will be aired during the upcoming T20 Cricket World Cup and also IPL 2016.
Client: Google India
Team: Sapna Chadha, Varun Sud, Samit Malkani, Rachita Malhotra
Creative agency: Lowe Lintas Delhi
Creative: Arun Iyer, Arko Provo Bose, Manzoor Alam, Anshul Nagpal, Siddharth Mago
Account management: Naveen Gaur, Nikhil Mahajan, Dallbir Singh, Naman Pal
Planning: Anurag Prasad, Sumant Bhattacharya
Production house: Earlyman Films
Director: Abhinav Pratiman
Campaign India