To amplify the World Cup buzz that stems from a deep-rooted cricketing insight.
The Cricket World Cup is a marquee event. Cricket enjoys great popularity in India, and cricketers are elevated to almost god-like status. Over the years, brands have discovered great value by being associated/present during this event and creating a buzz around itself through a meaningful connect.
Cricket is associated with high elation as well as excruciating heartbreaks. A fall of a wicket or a hit over the boundary brings extreme emotions to the fore.
When it comes to emotions, we seek to hold on to the positive ones or want them to get repeated at greater frequencies. And that's where superstitions get into the picture. Just as cricketers have their own quirks like putting the left glove before the other or using a red coloured handkerchief, viewers too have their own set of superstitions. Popular among viewers is the belief in a certain seating or lounging spot. They believe that being rooted to the spot will guarantee the happy/positive emotions - like a boundary being scored by their team or wickets falling from the opposite team. Doing something to the contrary ensures bad luck and a loss for their team.
We realised "staying rooted" would resonate brilliantly with the brand as well as the viewers. The brand connect that we built for Greenply had to be something that connected with everyone, and the insight that we derived was that every Indian usually becomes superstitious about his/her spot - the one that doubles up as their unique and exclusive lucky charm.
Players will come and go; Kapil Dev gave way to a Sachin Tendulkar who in turn gave way to Mahendra Singh Dhoni, who then passed the popularity baton on to Virat Kohli... and thus the game goes on. But, the lucky spot is always enduring and fixed in a viewer's lifetime.
In the films, every lucky spot was shown to have been created using Greenply products - which highlighted the longevity of the products.
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