The ICC World Cup 2015 has commenced with a bang. With the best of the best battling it out in Australia and New Zealand, the length and breadth of the country has been enveloped in cricket fever. For a nation that worships its cricketers, the world cup 2015 is not just a big deal, it’s a personal sacrifice of sorts to watch the best of cricket.
While cricket buffs are finding unique ways to watch the matches being aired at odd times in India, brands are finding unique ways to engage with them. Like launching a special edition India razor.
FMCG major, Gillette has shifted from the ‘best a man can get’ to ‘the best a fan can get’ this cricket season. As a tribute to the diehard cricket fans in the country who play a vital role in boosting the morale of the Men in Blue, Gillette India recently launched the Special Edition INDIA razors – razors that have the word INDIA engraved on the handle and proudly display the country’s name and colours.
The special razor launch is also accompanied by a beautiful video celebrating Indian cricket fans.A brand known for its association with sports globally, Gillette India reinforced this message with a video dedicated to the millions of cricket lovers for their undying support for the game.
Created by Grey India, the video captures the journey of a unique Indian cricket fan right from the advent of one day cricket till date. The video also features Brand Ambassador Rahul Dravid in a fresh new avatar that you will find adorable.
Capturing the transition of the game and the emotional journey of the cricket fan, the video takes you over the years – from traditional white clothing and red balls to the day and night format characterized with coloured clothing, floodlights and white balls. The Indian Cricket fan’s journey spans across generations from legends like Kapil Dev to the present cricket icons- Sachin Tendulkar and M S Dhoni. The Indian fans’ sentiments and passion flows through the story that is told across some of the most significant moments of Indian cricket.
Watch as the brand puts it across, “Every true believer deserves his reward.”
Uploaded just prior to the World Cup on February 12 on the Gillette India YouTube channel, the video has received over 60k views and much appreciation from cricket fans. While the brand has been sharing the 4-minute video on its social media properties, it has made sure to promote the special edition India razors too.
Beginning February, the brand has been building buzz on Twitter with the help of incentivized contests. The #MyGilletteIndiaRazor invited Twitterverse to tweet about their favourite cricket souvenir for a chance to win egift vouchers and Mach3 razors.
— Gillette India (@GilletteIndia) February 6, 2015
— Gillette India (@GilletteIndia) February 13, 2015
Timely, clever, fan-oriented
Cricket is the most followed religion in India and family emotions the most proven technique to induce Indians to like anything. The new Gillette India endeavour to promote its special edition India razors, has the perfect blend of both. A highly respected cricketer as the brand’s longstanding ambassador and an emotional take through the story of the visually impaired loyal cricket fan. While cricket buffs are going gaga over it, the call to buy the special edition India razor is also going strong.
Gillette India’s #TheBestAFanCanGet is not only a timely one this cricket season, it has ensured clever integration of the product with sales. At 4 minutes, its a tad bit long but keeps a viewer engrossed till the end with its smart storytelling. The brand would however, need to celebrate more cricket fans on social media through relevant cricket related engagement for the campaign to make a deeper connect beyond the cricket season.