Campaign India Team
Jan 10, 2011

WATCH Campaign India in conversation with Abhijit Avasthi on the 2011 World Cup TVC

In an exclusive chat with the publication, Avasthi shares what went behind the making of the commercials.

Campaign India caught up with Abhijit Avasthi, national creative director, O&M, for the creative challenge and the massive five-day shoot in Jaipur for the 2011 ICC World Cup campaign titled ‘Tightrope’. Acknowledging the multi-layered brief given by the client, Avasthi talked about the premise of marketing the Cricket property to the fans and capture the spirit and enthusiasm behind the property.

Pointing out the availability of Cricket all round the year, he informed that the idea behind this campaign to position the 2011 ICC World Cup as the holy grail for the sport and position it as ‘The Cup That Counts. Watch the video conversation with Avasthi below.


Click here to watch the commercials from the ‘Tightrope’ campaign and video interviews with the creative team at O&M.