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.
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.