Cadbury 5 Star, a chocolate model from Mondelez India, has launched a brand new marketing campaign for the Indian Premier League through which it has “signed up the third umpire as its latest ambassador of doing nothing”.
By crowning third umpires the ‘Do Nothing Legend’ of cricket, the marketing campaign, the corporate stated, celebrates these icons – those who make the least strikes, however probably the most impactful ones.
The model has additionally unveiled a digital movie supported via a 360-degree advertising and marketing plan unfold throughout social media platforms YouTube, Fb and Hotstar.
The model had additionally put in a 12 ft holographic statue of umpire CK Nandan on the Marine Drive which was opened to guests earlier this week.
Anil Viswanathan, vice chairman, advertising and marketing, Mondelez India, stated, “Right this moment IPL has change into synonymous with cricket and with this marketing campaign, our purpose is to shine a highlight on the true legends, the sport changers, who make historic choices in these matches – the third umpire. They maintain the facility to make or break a match, while silently seated in a room, giving folks the sensation that they’re doing nothing in any respect. Our model has all the time applauded the unimaginable outcomes of doing nothing, and this marketing campaign is not any exception.”
Shekhar Banerjee, chief shopper officer head, west for Wavemaker India.
‘’IPL is core to our target market, nonetheless touchdown our message of ‘Do Nothing’ on such a excessive octane occasion was near unattainable. This can be a nice instance of discovering the suitable focusing on second and dealing with companions to leverage it. Be it folks watching the match on-line, folks studying concerning the match, folks discussing the match, or folks watching the match with their associates.“
Sukesh Nayak, chief inventive officer, Ogilvy India added – “This IPL we aimed to ascertain a reference to the Youth by additional strengthening the “Do Nothing” proposition by celebrating and turning the third umpire into an iconic image that claims, “Doing nothing is the whole lot” and that’s how we grew to become the primary model to make the Third Umpire a model ambassador.”
In keeping with the IMARC Group, the India chocolate market reached a worth of $ 1.9 billion in 2020 with the nation at present representing one of many world’s quickest rising markets for goodies. Trying ahead, the corporate expects the market to develop at a CAGR of 11.3% throughout 2021-2026.