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Nike and Revital cash in on India’s World Cup Victory

Nike Celebrates Team India’s Historic Win with its final TVC; Revital increases its ad spend to capitalize on Yuvraj’s success.

Rajat Arora | Delhi | April 5, 2011

Who wants to stop after India becomes the world champion in cricket and specially the brands associated with the world cup tournament have decided to extend their campaign to celebrate the historic win. Major advertiser Nike is one such brand to launch its latest and final Nike Cricket TV spot of this tournament season. The TVC titled “United By Blue” has added fresh visuals to its Yards TVC. At the same time the man of the world cup Yuvraj Singh has revitalized the brand Revital. Revital has doubled the ad spend to capitalize on the super performance of its brand ambassador.

Just Do it; the Nike Game

Again capturing the Just Do It spirit of the sport, the ad celebrates Team India’s historic tournament win by mirroring the passion of a country united through cricket and the realization of a dream 28 years in the making. “United By Blue” simultaneously brings to life the fervor around this incredible win expressed from India’s streets to its arenas, illustrating the triumph is celebrated with equal passion by the kids who play the game in their neighborhoods to the national team athletes who have brought global prominence back to the world’s greatest cricket nation. The :30 spot premieres on Monday on Facebook & YouTube and on Wednesday on TV networks.

[youtube]http://www.youtube.com/watch?v=VlsQB67IjOw[/youtube]

Set to the vibrant music and sounds of the streets on which Indian cricket was born, “United By Blue” is a collage of momentous celebrations. The spot moves from a city rooftop where a young player hits a winning shot to the stadiums where athletes realize that they have achieved their most cherished dream and celebrate the moment, overwhelmed with the emotion of the victory. In scene after scene, “United By Blue” demonstrates that in India cricket is a shared passion and the dream of a tournament win has been realized in true Just Do It style by both the National Team and an entire nation. The shockwave of this iconic victory is felt from the stadiums to the streets. The ad ends with the young player raising his bat to a hopeful horizon.

Led by athletes Zaheer Khan, Virat Kohli, Sachin Tendulkar, M.S. Dhoni, and Yuvraj Singh, Team India represents a nation that has claimed cricket as its own, playing the game with a sense of soul and fearlessness that cannot be found anywhere else in the world. United by Blue, the team and the people make it known that in India the game is not just a sport, it is life.

“The celebration brought to life in “United By Blue” represents the celebration going on all over India,” said Sanjay Gangopadhyay, Marketing Director, Nike India Pvt. Ltd. “The entire country is united by blue. This incredible win has only deepened the relationship between the streets and the stadiums. The kids inspire Team India and the national team inspires the kids. It’s been a shared journey, a shared dream. And now it’s a shared victory with ‘Bleed Blue’ now becoming part of the Indian Cricket lexicon.”

The spot was directed by Omri Cohen (Hello Robot) with creative direction by Senthil Kumar (JWT).

The Revital Magic

Revital Ranbaxy is also drawing maximum mileage from India’s world cup victory. The brand who has Yuvraj Singh as its brand ambassador has decided to double the frequency of its advertisements. Keeping in mind Yuvraj’s excellent performance in world cup, the company has doubled its media spend.

Briefing BestMediaInfo.com on its aggressive marketing strategy, Brijesh Kapil, Vice President, Ranbaxy Global Consumer Healthcare, said, “Yuvraj’s performance has been proved as a double whammy for us and we have aggressive plans to capitalize on it. After a tough phase, he has suddenly become a star performer and man of the World Cup. Since we have been with him during his tough phase without caring that what people say, we think that this is the time to answer them well, like Yuvraj has done it with his performance. Our aggressive marketing campaign immediately after the world cup is launched on 360 degree platform focusing on TV, Print, Outdoor, Online and Digital space.”

Adding further, Kapil said, “We have increased our media spend up to more than double. If you look at the 2 full page print ads in all the leading national dailies and increased frequency of spots on all the leading television channels across the country, we are willing to show our brand ambassador everywhere.”

Yuvraj’s contract is till November this year and the company is positive about extension. However, Brijesh denied on commenting the duration for which the company is willing to sign Yuvraj. But it is understood that looking at the ups and downs in the cricket, the company may not go for a deal for a longer period.

Using the new world cup visuals, the new TVC is on the card and the creative agency on the brand R K SWAMY BBDO has already started working on it. However, the fresh shoot has been ruled out at this point of time.

Watch the old Revital TVC here:

[youtube]http://www.youtube.com/watch?v=q7uP_ZvzjhI[/youtube]

Rajat.Arora@BestMediaInfo.com

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