According to Pratik Mazumder, VP &
Head Marketing, Times Internet, with cricket in the air and India having
a long season before the 2016 T20 World Cup, this is a great time to
create a recall about the brand with a funny and laugh-inducing campaign
that touches all cricket lovers.
The three TVCs has been conceptualised by From Here On, under the banner of Soda Films and directed by Shaaze Merchant.
“Cricket creates such passion among its
followers that they get immersed in that world and forget everything
else. We will keep bringing out newer commercials as the cricket season
progresses, till the T20 World cup in 2016,” commented Mazumder.
Airport
The film showcases a man taking strolls
slowly at the airport, with his bag as he’s doing something on his
mobile. As the last call announcement is made, he speeds up and dives to
reach the Check-in counter. Just as he does, the ‘Counter closed’ board
is put up. The man contests this, saying his bag had crossed the crease
(the line) before the lady put up the sign. The lady counters that the
‘Line belongs to the umpire’ and tells him that he’s out. The man
signals for a third umpire as he looks to negotiate with the lady to
allow him to take the flight.
Muh Dikhai – Fine Leg
This film is about the meeting between
the prospective groom’s and bride’s families. The boy constantly keeps
looking down, giving the girl’s father the impression that he’s shy.
When he asks young man what’s the one thing he liked most about his
daughter, he says ‘Fine leg’. While everyone looks around uncomfortably,
he clarifies that he was referring to a catch being dropped at ‘Fine
leg’, implying that he was following a cricket match on his phone.
Shopping Mall – Wide – Hit Wicket
The TVCs starts in a shopping mall. A
lady walks out of a trial room and asks her partner about how she’s
looking in a slim fit dress. The man, immersed on his mobile phone, says
‘Wide’. He then realises what he’s said and follows it with Ball to
tell her that he was following a cricket match on the app. A salesman
next to him pokes fun at the situation by saying Wide ball pe hit
wicket. The film follows the same pattern as the others to introduce the
app.
