Toshiba asks fanatics to ‘enjoy every bit’ on Cricket Series LEDs

Toshiba has rolled out a campaign to promote its ‘Cricket Series LEDs’, a range of TVs ‘co-created’ with brand ambassador Sachin Tendulkar. The campaign created by Dentsu Marcom kicked off on 21 September and will be visible on television, digital media and at points of sale, for a period of four weeks.

The film features a series of match situations featuring Tendulkar and other players. Backed by a sound track that articulates the message, the film describes how viewers can see every bounce, pounce, drop, hug, jump, bail, ball, bat, swim, face, toil and soil (and more) in great detail, on the new range of Toshiba TVs. The film ends with Tendulkar viewing a match on a Toshiba television while the voice over introduces the range of televisions and the brand’s proposition - ‘Enjoy. Every. Bit.’

On the campaign, Narayan Devanathan, EVP and national planning head, Dentsu India Group, said, “If you’ve ever sat in front of the TV when Chris Gayle hammers one of his sixes but have no idea where the ball went, because the TV couldn't capture it; if you’ve ever looked at the brown blotch on the screen on which Ravi Shastri was pacing and giving out his pundit-like pitch report and wondered what he was able to see there; if you’ve ever wondered at why the ground looks greener when you’re in the stadium versus on the TV; if you’ve ever wondered why your eyes and ears and your cricket-crazed senses never seem to have the richest cricket-enjoying experience on any TV until now, the all-new Cricket Series LED televisions from Toshiba was made just for you. So you can ‘Enjoy. Every. Bit.’ As a cricket fanatic myself, I could relate easily to the frustrations of the fanatic that must have been the inspiration for Toshiba to develop this TV. And so when we set out to create the communication for it, we saw it more as a reverent offering to the cricket fanatic than as a mere ad.”

Titus Upputuru, NCD, Dentsu Marcom, added, “We’ve seen so much cricket advertising in this country. We’ve also seen so much of TV advertising on TV. The idea was to do something unique that stands out off the clutter and makes Toshiba Cricket TV the best way to consume cricket. The insight was that when you want to enjoy something, you want to enjoy every bit of it. So with the Toshiba Cricket TV, a cricket fan can now enjoy every gasp and every gulp of the game.”

Credits

Client:  Toshiba India
Creative agency: Dentsu Marcom
Account management team: Sunita Prakash, Kapil Jayaraman, Priyanka KV, Prashant Menon, Rahul Sadana, Kulanath Kaushik
Planning: Narayan Devanathan, Anand Murty, Rabia Sooch
National creative director: Titus Upputuru
Creative team: Titus Upputuru, Abhinav Karwal, Robbie Chhabra, Moumita Pal,
Sanjay Chakravorty
Director (of the film): Lloyd Baptista
Production House: 7Films
Producer: Ruchi Mehta