India – Britannia 5050 has launched Season 2 of its 4th Umpire campaign, now hosted on a new digital platform, 5050Cricket.in, tapping into India’s enduring passion for cricket.
Conceptualised by creative agency Schbang, the Britannia 5050 4th Umpire campaign invites fans to play the role of an umpire by predicting the outcomes of match scenarios presented online. Participants who make accurate calls can win rewards such as match tickets and cashback.
To support the new season, a series of television commercials depict everyday situations where people act as umpires—whether in a train compartment or settling a dispute over a kite—reflecting the campaign’s central idea that everyone in India has a view on the game.
Speaking on the campaign, Umma Saini, CCO at Schbang, said, “Anything can happen during the peak T20 season, and while watching the match, we are all umpires! As are we often in life as people. We are quite engaged as a community, and that’s part of our beauty.”
“We brought a human insight, our love for cricket and the brand’s positioning, together with the digital insight of initiating second screen engagement during this cricket season – to bring alive the Britannia 5050 4th Umpire Digital Game and campaign. A kite or a catch, ab India me har koi banega umpire,” Saini added.
To access the game, fans can scan a Britannia 5050 pack and play 4th Umpire by watching match scenarios and making their predictions.
Siddharth Gupta, general manager of marketing at Britannia, said, “Cricket has always been an emotion in India, and every fan has an opinion, a prediction, a point of view. With Britannia 5050 4th Umpire, we’re giving fans the chance to be an umpire, asking them to predict the outcome of unique match situations. It’s our way of recognising the expert in every Indian and giving them a fun, interactive way to engage with the game they love. For us, it’s about creating moments of connection, joy, and playfulness that resonate long after the snack break is over.”
