Ten Cricket has unveiled its latest campaign on the forthcoming India-Sri Lanka series called ‘One India-One Jersey’ as part of its marketing and promotional strategy. This has been designed by Contract Advertising. The creative idea is a showcase of how cricket unites disparate people from various walks of life. The campaign is a manifestation of that unity where ‘jersey’ is used as a metaphor for cricket.
The overall marketing budget for India-Sri Lanka series is estimated to be around Rs 5-7 crore. The channel is focusing on television, digital and social media, and radio as prominent media platforms to create buzz around the forthcoming series.
Commenting on the marketing strategy Atul Pandey, CEO, Ten Sports stated, “The campaign has been designed with an aim of creating conversations with the consumer while utilising as many potent mediums as possible. We did not want to dispense pure information about the series but wanted to involve the fan and how he feels about his team. So you will not only see the idea on TV but it carries on further from there to get the fan engaged.”
Ten Cricket would be spending 60 per cent of its marketing spends on television, approximately 25 per cent on digital and social media and 15 per cent on radio. As part of promotions across television, a TVC has also been designed. Facebook and Twitter would be used extensively as interactive platforms to reach out to fans.
Stressing on the importance of digital and social media today, Pandey said, “Social media will help us reach the fans and understand their thoughts better since there is feedback mechanism that is involved with it.”
A Facebook application has been created which would allow the fans to design their jersey bearing a unique message that they would want to convey to their national team. The most interesting messages would be selected and the respective winners would be taken to Sri Lanka to support their team. Regular social handles have also been created on Twitter.
“After the gamut of exposure on television and social media, radio will help build hype around the series,” added Pandey. Radio would basically be used to prompt and remind the viewers about the upcoming series.