Himalaya Men has rolled out a six-film campaign to promote its #CheerInWhites initiative ahead of the World Test Championship final which will be played between India and New Zealand from 18 June onwards.
Conceptualised by ChapterFive Brand Solutions, two of the films feature Virat Kohli while four films feature Rishabh Pant and Ishan Kishan together.
The idea behind each of the films is to promote Himalaya Men's #CheerInWhites contest. The brand is inviting users to send selfies while wearing whites.
Ashwani Gandhi, general manager, consumer products division, The Himalaya Drug Company, said, "The new Himalaya Men campaign ‘cheer in whites’ is specially curated keeping in mind the safety and interest of cricket lovers. The innovative campaign aims at bringing the cricket enthusiast together virtually to support the Indian cricket team in the ICC World Test Championship Finals 2021. Also, offering the participating consumers a chance to win exciting prizes.”
Prateek Srivastava, co-founder, Chapter Five Brand Solutions, said, "Test cricket is the most beautiful form of cricket. And the players on the green cricket field, wearing whites, is a sight to behold. We want cricket fans to wear whites and show their support not just for their team, but for Test Cricket itself. There can’t be a bigger platform than the ICC-WTC final to promote this great game."
Ajay Gahlaut, creative consultant, added, "The Himalaya project has been an extremely interesting and unique one for me. This is the first time I have seen films shot like this. We shot Rishabh Pant, Ishan Kishan and the background separately in three different cities. Then the three layers were stitched together to make the finished films you see. The process took months because of Covid and the availability of the cricketers. Each shoot had a different crew and a director on site while Koushik Sarkar and team controlled the process centrally. A million things could have gone wrong and it is a credit to Koushik and the Kitchen team to have pulled off this delightful set of films under such circumstances. Everyone involved in this project deserves all the applause they get for their ‘good thinking’."
Agency team: Prateek Srivastava, Sunita Murthi, Ajay Gahlaut, Shekar Hebbale, Jiya Minocha, Isha Bajpai, Mansi Gupta and Bilal Rahim