Australia – As the home of all live ICC matches in Australia, Prime Video is bringing The ICC Men’s Champions Trophy to cricket fans nationwide, launching its ‘Go Full Cricket’ campaign featuring Australian men’s cricket captain and Prime Video ambassador Pat Cummins. The campaign was conceptualised by the team at Leo Australia.

In creative collaboration with Pat, the campaign is told in a series of six adverts and through a playful, paparazzi-style lens, fans are given an inside peek into Pat’s cricket obsessed life off the field. 

From practising his sweep shot with a rolled-up newspaper to rehearsing his sledges in the mirror after a shower, the humorous and honest insights are peppered with cricket nuances throughout, celebrating the game’s spirit and tradition.

The campaign is launched ahead of the ICC Men’s Champions Trophy tourney, which will see the world’s top ODI teams descend on Pakistan and the UAE from 19 February – 9 March. Making its long-awaited return to the international cricket calendar, the 15-match tournament will be staged for the first time in eight years.

Speaking on his involvement in the campaign, Pat said, “I had a lot of fun working with the Prime Video team to create these ads to support the return of the ICC Men’s Champions Trophy tournament in February, and I hope they show the passion Australian cricket fans have for the game.”

He added, “This year’s tournament will no doubt be full of drama, and with every match live at 8pm AEDT, it’s easy to watch along, live and exclusive on Prime Video in Australia”.

Meanwhile, James Beswick and Rowan Foxcroft, associate creative directors at Leo Australia, commented, “Our latest campaign shows a side of captain Pat Cummins we’ve never seen before, giving fans a little glimpse into the inner workings of his mind, whilst drumming up excitement for the first of many great ICC Cricket tournaments Prime Video have in store for 2025. If anyone’s seen where the Brett Lee portrait went, do let us know.”

India – As the Cricket World Cup fever grips the nation, Gulf Oil Lubricants India and Dentsu Creative have teamed up to unleash a new force in the cricket arena – the ‘Unstoppable Army’ of Chennai Super Kings (CSK) fans.

In a bold and disruptive campaign by Dentsu Creative, Gulf Oil has decided to hand over the reins of its advertising to the fans, giving them a chance to showcase their love and loyalty for the team, while the players focus on their training and the game.

The campaign was kicked off with a behind-the-scenes film, featuring CSK’s beloved players, led by Dhoni, as they arrived on set prepared to shoot the Gulf Oil ad. However, a twist awaited them as the brand representatives revealed the campaign’s unique concept of giving time back to CSK players, while inviting fans to craft their own advertisements. The film concluded with a compelling call to action, urging fans to unleash their creativity by visiting the campaign website.

Adding a touch of humour to the campaign are entertaining films featuring uncanny lookalikes of CSK players such as Dhoni and Jadeja. These films humorously fill the void left by the real heroes who are diligently honing their skills on the field. They reinforce the campaign’s central message of giving players time to focus, and giving the fans the opportunity to shine by crafting their own Gulf Oil ads. The ultimate reward up for grabs is being able to see one’s own ad on TV.

The campaign is a unique initiative that fosters a deeper connection between the brand, the fans, and the team. Leveraging digital platforms like YouTube, Instagram, and Facebook for the campaign’s launch and subsequent fan-generated content, Gulf aims to create a cohesive and engaging narrative that celebrates the spirit of cricket and its supporters.

Amit Gheji, head of marketing, Gulf Oil Lubricants India, commented, “We’re excited to have rolled out the ‘Gulf Unstoppable Army’ campaign alongside Dentsu Creative. This isn’t just about ads; it’s about honouring the passion of CSK fans and giving our players the space they need to clinch that 6th title.” 

“By letting the fans take the creative reins, we’re tapping into the raw energy of cricket fandom while showing our players some serious love. It’s a win-win that embodies the heart and soul of Gulf Oil’s partnership with CSK – together being bold, dynamic, and totally unstoppable,” he added.
 
Meanwhile, Ajeet Shukla & Gia Fernandes, creative heads (West) at Dentsu Creative India, added, “The T20 cricket season is that challenging phase of advertising where you’ll have to & must do something disruptive and thoughtful to get noticed. That is what our attempt has been this time with the idea of not using CSK players for Gulf Oil Ads. Instead giving back the time to players to practice and hopefully see them emerge as Champions for the sixth time. We’re very excited to see the entries that are coming our way and hoping the entire nation picks it up and sends us their creative version of a Gulf Oil ad.”

India – Mars-Wrigley’s chocolate bar Snickers has launched a new campaign which focuses on hilarious blunders by cricket fans as part of the upcoming cricket season in India. Said campaign was conceptualised alongside DDB Tribal.

Building on its globally adored brand proposition of ‘You’re Not You When You’re Hungry’, the latest Snickers’ ‘Noobie Mistakes’ perfectly captures the ‘out-of-sorts’ fan moments solidifying its long-standing association with cricket.

The films build on the cricket season fever by featuring excited fans in ‘out-of-sorts moments’ making hilarious blunders. Bringing to life the unique brand proposition, Snickers presents itself as the ultimate solution to avoid such mishaps. As the season will be at its peak, the brand will keep the humor going with the launch of two new 10-second digital films giving consumers more instances of out-of-sort moments with Snickers to the rescue.

Moreover, the campaign moves beyond entertainment and rolls out an online contest through a ‘Noobieverse’ gaming platform on the Snickers India website. The contest engages consumers in a unique game of spotting Noobie Mistakes in situations related to cricketing fan truths daily to win exciting gifts and avail cashback, running for a period of eight weeks.

Varun Kandhari, director of marketing and customer marketing at Mars Wrigley India, said, “The fun brand proposition of SNICKERS®, ‘You’re not you when you’re hungry’, has been globally loved by consumers. As the spirit of cricket season kicks in, the campaign aims to bring together the exhilaration of cricket fandom with a dose of unexpected comedy.”

He added, “The all-new TVC and the unveiling of Noobieverse gaming platform will elevate the entertainment of consumers across the country. Through this, we emphasize our relevance among the GenZ audience while continuing to inspire billion moments of happiness among the consumers. We are confident Snickers quirky celebration of the cricket season with its noobie take will deeply resonate with the audience.”

Meanwhile, Iraj Fraz, creative head at DDB Tribal, commented, “Ever ‘called in sick’ to your boss, only to foolishly post a picture of yourself watching the India-Pak match on Instagram? Noobie mistake! Maybe you just need a Snickers. After all, you’re not yourself when you’re hungry. So, this cricket World Cup season, Snickers launches a campaign that highlights the Noobie mistakes we make while trying to be the best fans and cheerleaders for our team.”

Bengaluru, India – E-commerce marketplace Flipkart has launched a new advertisement alongside popular cricketer Shikhar Dhawan to invite viewers to move on from their old television sets into new ones for the optimal cricket viewing experience.

While focusing on promoting attractive offers on large-screen TVs through sellers during the ongoing cricket season, the campaign also encourages consumers to upgrade or exchange their old TVs for a better viewing experience. 

With Shikhar Dhawan as the protagonist, the campaign aims to reach out to consumers who are considering upgrading their TV sets, as well as those gearing up to enjoy the cricketing season.

Speaking about the campaign, Jagjeet Harode, vice president of large appliances at Flipkart, expressed his excitement about the new ad campaign, stating that the television segment has rapidly evolved in recent years, and Flipkart is committed to providing access to a wide selection of smart TVs from various brands to meet the changing needs of customers. 

“We are delighted to collaborate with ace cricketer Shikhar Dhawan to bring the best of the cricket season to our customers’ homes. With this association, we expect to bring a fresh wave of engagement with viewers, making it an ideal time to upgrade with Flipkart – adding a new dimension of excitement and entertainment to the lives of our customers,” Harode said.

Meanwhile, Dhawan commented, “Flipkart is providing access to attractive offers and exchange deals on the widest range of TV brands. I am thrilled to be associated with Flipkart’s TV sale campaign. With their wide range of TV brands and attractive offers, cricket fans can now enjoy a truly immersive viewing experience from the comfort of their homes. So, upgrade your existing TV with a new one because it’s time to move on.”

India – McDowell’s No. 1, Indian brand of spirits, has launched a cheerful campaign #No1YaariCheers (friendship cheers) with an aim to add a fun and energetic twist to the regular cricket viewing experience this IPL season. The campaign conceptualized by DDB Mudra features IPL players such as Virat Kohli from Royal Challengers Bangalore, Yuzvendra Chahal from Rajasthan Royals, Kieron Pollard from Mumbai Indians and many more, to bring alive the stadium action on the screen.

The 2022 Indian Premier League which is also known as IPL 15 is the fifteenth season of the IPL, a professional Twenty20 cricket league, which kicked off matches in March.

Participating in a group activity creates a stronger sense of belonging as well as strengthens connections between people, and the films intend to unite IPL fans and create delightful Yaari (friendship) moments. Using this insight, the brand created a series of clutter-breaking cheers for all kinds of Yaari moments, capturing the camaraderie between fans and teammates. To take it up a notch, each of the teams also had a regional chant with a local touch.

One of the features in the campaign series

Speaking about this association, Ruchira Jaitly, executive vice president and portfolio head for marketing at Diageo India, said that Cricket is a sporting extravaganza that brings the entire country together with inspiring sporting action that’s a feast for Indians across the length and breadth of the country, so they are delighted to be associated with these 6 iconic teams. 

“Moreover, this cricket season is the perfect platform to bring alive the special moments when yaars connect and make magic happen, whether while playing or while watching this tournament. To further add to the fun and entertainment, we are excited to give fans a chance to cheer for their teams with inspiring and playful language like never before. McDowell’s No.1 Soda is proud to share the spirit of Yaari with these amazing teams and build a meaningful new partnership,” said Jaitly. 

Commenting on the campaign, Neeraj Kanitkar, executive creative director for DDB Mudra West, said, “No.1 Yaari, six of the biggest IPL teams and 18 superstars deserve a grand platform. #No1YaariCheers is just that. A new language of Yaari that fuses what yaars do – from showing support to inspiring to teasing to provoking to badgering and everything in between – support, inspire, tease, provoke, badger – with the language of cricket. With the cricketers not having to so much act but simply express their Yaari for each other, they brought their own style to the cheering/chanting. Making for entertaining shoots and an exuberant bunch of films.

Sujay Ghosh, the agency’s executive vice president and business partner, added, “Chants (Cheers) connect people and help form stronger bonds with their group of friends and fans. We took this insight and developed a campaign which can play a role in culture during this cricket season. McDowell’s No. 1 has always stood for bonds of friendship. And Cheers have always brought fans together and made their fandoms epic, we mounted our idea based on these two inputs and created a new language for fans and friends to enhance the engagement and celebration for this cricket season across language and regions.”

The campaign is currently live across digital platforms such as Disney+Hotstar, YouTube, mCanvas, Facebook and Twitter.

Australia – Australian energy company Alinta Energy has unveiled its new brand position ‘That’s better™’ which it said aims to reflect the company’s focus on making tangible improvements for its customers, the environment and community across affordability, local service, renewable energy, and community support.

The new positioning was developed in partnership with integrated communications agency, Bastion Creative.

Amanda Hagan, Alinta Energy’s executive director for retail markets, said that the company wanted to ensure that ‘doing better’ for customers was fundamental to the brand purpose.

“I think this is a great position because we believe everything we do should be aimed at making things better for our customers, our staff, the environment and Australia. ‘That’s better™’ is an attitude that our whole organization can embrace to benefit our customers,” said Hagan.

The new communications direction was also launched together with an integrated campaign featuring Australian cricket legends.

The TVC features Australian cricket stars Pat Cummins, Nathan Lyon, Marnus Labuschagne, and Aaron Finch brainstorming with Alinta Energy staff on ways to do ‘better’ for customers, highlighting its commitment to locally-based customer call centers and providing affordable energy products.

Bastion ECD Georgia Arnott said, “‘That’s better™’ encapsulates Alinta Energy’s quest to keep shaking up the category as both the incumbent gas retailer on Australia’s west coast, and a challenger electricity and gas brand in the east.”

“Seeing Pat Cummins answer his phone with his nose while contorted in a yoga pose epitomizes the Alinta Energy ethos of going the extra mile for customers,” adds Arnott.

The launch leverages Alinta Energy’s sponsorship as principal partner of the Australian Men’s Cricket Team.

The campaign released on 25 November will run throughout summer in Australia across TV, digital, and print.

Singapore – Cricket Foundation, a Singapore-headquartered global community owned and community operated project for the sport of Cricket, has inked a deal with Luna PR to be its strategic PR partner. 

Luna PR will be responsible for raising awareness of Cricket Foundation – which enables an ecosystem for the popular sport of Cricket – and its applications of the technology. 

As the appointed PR agency, Luna will coordinate with Cricket Foundation to build its profile as an innovative player and a game-changer that aims to revolutionize the Cricket ecosystem. The PR program will support the Cricket Foundation as it continues to develop and release crypto-financial products to appeal to individual and institutional investors in digital assets, as well as mainstream consumers with a piqued interest in cryptocurrencies. 

The partnership with Luna PR is done out of a perfect match as the Dubai-headquartered agency’s focus areas include Blockchain among fintech and spacetech and other tech verticals including esports. 

Cricket Foundation aims to build several applications and uses within the platform meant for the Cricket ecosystem. The platform is designed to incentivize the Cricket ecosystem partners into building a high utility platform that accrues in value and will enhance the worth of all the possible applications that eventually get enabled on the platform. These applications will include digital collectibles, merchandising, licensing, and rights management, and ticketing and fan tokens and engagement, among others. 

According to the foundation, it has already signed over 50 ecosystem partners from 10 countries across various roles, including the likes of former Cricketers VVS Laxman, Parthiv Patel, and Deep Dasgupta, as well as Jason Roy, Lance Klusener, and Wasim Akram among others. 

CricketCrazy, its first NFT marketplace exclusive to the sport of Cricket, is the first application due for launch in the coming weeks. 

“We are honored to be chosen as the official PR partner of the Cricket Foundation whose main goal is to accelerate the explosive growth of Cricket in India and in the world. With our expertise and industry knowledge, we will work with our partner hand by hand to achieve our ambitious goals for the brand,” said Nikita Sachdev, Luna PR’s CEO.