Sponsor of the Chennai Super Kings IPL team Aircel has rolled out a consumer initiative which gives winners an opportunity to fly with the team. To announce the contest, the telecom player has rolled out a TVC conceptualised by McCann Erickson.
The film is set in a flight. A man in a CSK jersey is sleeping on his seat. A lady with a pen and paper pad tries to gently wake him up. When he wakes up, he is surprised that the lady wants his autograph. He looks to the person on his left for approval – team captain Mahendra Singh Dhoni. Delighted with his go ahead, the man signs on the lady’s pad. Dhoni and teammate Suresh Raina (seated beside him) exchange smiles at the turn of events. A voice over then introduces the contest and the film ends with the man walking alongside Dhoni, Raina and Ravindra Jadeja.
Anupam Vasudev, chief marketing officer, Aircel, said, “Aircel is giving this big opportunity to its customers to have an access to be on the same flight with the Chennai Super Kings. It is a dream-fulfilling experience for a fan and a memorable day of his life. We are delighted to launch this contest which is a great platform for us to connect and engage with our target audience, especially the youth. We are also launching our new ad campaign on the theme of ‘High Flyer’ which will be on air from today. We will augment the promotions through electronic, radio and digital media.”
Contest winners will also get hotel stay and match tickets, besides an assured 10 minutes of intra-network talktime on participation
Rakesh Singh, president, marketing, India Cements, said, “Chennai Super Kings has a long-term association with Aircel and it has worked well for both the brands. With some exciting engagement contests launched by Aircel we hope that the team will receive the same support it has been receiving over these years from its fans. We are a fan-driven team and all our, as well as partner endeavours, have been to bring them closer and closer to their home team.”
Client: Aircel / Chennai Super Kings
Creative agency: McCann Erickson