Porter has rolled out a campaign that highlights the unwavering support and commitment of cricket fanatics across the country, as the Indian fans gear up for a much-anticipated cricket season with the ongoing ICC Cricket World Cup.
Conceptualised by Punt Creative, the campaign comprises three ad films that serve as an ode to the cricket-obsessed Indian fan. The films reflect the fans' unrelenting faith in 'lucky charms' as beacons of hope and as a mark of their support for the Indian cricket team. These 'charms' can vary from the absurd to the bizarre- from a 'lucky' bucket to an old T-shirt to other unsuspecting mascots of luck!
The first film, ‘Bucketasana’, depicts a cricket fan’s desire to perform his lucky upside-down pose to help the Indian team strike a sixer.
The second film, ‘Lucky T-shirt?’, shows a Porter driver-partner delivering a tattered t-shirt to a cricket fan from his parent's home as he gets set to cheer for team India while watching the match along with two other friends wearing old t-shirts deemed to be lucky by them.
The last film, ‘Lucky Charm’, showcases how a shopkeeper watching India's match comes to believe that the driver-partner is the lucky charm that brought along good luck for the Indian team upon his arrival at the premises.
The campaign was released on 8 October on online streaming platforms and other digital platforms and will be leveraged through radio and OOH for a 360° approach.
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