The ad campaign by Percept/H is made around the Arise Asia Cup and shows the guaranteed prizes Arise users can win
BestMediaInfo Bureau | Mumbai | February 28, 2014
Click on the image to watch the TVC.
Arise India, which has bagged the title sponsorship rights for the ongoing Asia Cup 2014, has come up with three TVCs to make it known its pedigree as a manufacturer of electrical goods. Created by Percept/H, the campaign focuses on the Arise Asia Cup which started on February 25 and will see India, Bangladesh, Pakistan and Afghanistan fight it out on the cricket field.
Arise has earmarked Rs 25 crore exclusively for the Asia Cup campaign. This allocation will be spread across an array of multi-media campaigns such as product TVCs, on-ground activation and innovative consumer-connect initiatives. Arise India will make its presence felt during the Arise Asia Cup 2014 with a range of ATL and BTL activities which will include strategic electronic presence via TVC runs, print presence via announcements, teaser and other campaign adverts along with a strong digital presence via contest running and other interactive participations.
Avinash Jain, MD of Arise India, said, “We all know the strong emotional connect that cricket has with Indians and in the Asia Pacific. It is thus to support the greater thrust of the sport that we have decided to be the title sponsor. This tournament is known for witnessing the most competitive cricket in the sub-continent, and with our association with the event, we seek to create an even stronger audience connect for the brand. Cricket is a game which is religiously followed across the sub-continent and this endeavour will going forward help us in our ambitious expansion plans and in creating a viable space for the emergent brand across the sub-continent markets. This I'm sure will reflect the spirit of cricket and positive ties between the nations which we strongly advocate.”
The first TVC opens with two constables chatting at a tea stall. One of them says that if this year Rohit Sharma goes on number three, India will win the matches. The listening constable doesn't believe him and asks if there is any guarantee.
The second TVC shows two kids discussing cricket. While one of them is sure that if a certain technique is applied while pitching, the match will be theirs. The other child asks for a guarantee. Similarly, in the third TVC two women are seen talking in the beauty parlour. One of them speaks about how if there was a handsome sardar, we would win the match. Her friend doesn't believe her and asks for a guarantee instead.
The TVC then continues with a voiceover declaring that there is a guarantee in Arise products. The products assure people of a prize with every purchase and a lucky person may also get the chance to be present at the toss and give away the man of the match award.
"Cricket is the most favourite sport in India. But the funny thing is we all think we know the best about cricket. So we will decide how one should bat and what the umpire should have done. We behave like we are the next selectors. The campaign has been made keeping that humour in mind. But we also wanted to show that even if there is no guarantee of India winning, Arise will give you a guarantee of an assured prize. And 'hai guarantee' was already the brand slogan in earlier TVCs. We just decided to extend it with this as we thought this is the most opportune moment to create something for brand recall,” said Jayant 'Ronny' Bedi, Associate Creative Director at Percept/H.
Manish Bhardwaj, Marketing & Media Head, Arise India, added, “Associating with the Asia Cup is a fantastic opportunity for us to garner great brand awareness across the sub-continent as this is the showcase cricket competition of the area. This association for us is not just a short-term strategy but is a long-term investment wherein we seek greater market penetration across the sub-continent markets. We are confident that this association will aid in pushing through our consumer electrical appliances into these markets.”
/bmi/media/agency_attachments/KAKPsR4kHI0ik7widvjr.png)
Follow Us/bmi/media/post_banners/722652e36f101e2ea7f9c240a8c8d4c0830af6506a582ed7bb48b57fd5654013.jpg)
/)