The digital campaign conceptualised by Dentsu Webchutney aims to garner support for the on-going T20 World Cup Cricket for the Blind. It intends to show that while the nation cheers for mainstream cricket, the visually-challenged cricketers require support as they too represent the country at the highest level
BestMediaInfo Bureau | Mumbai | February 8, 2017
Today when sports marketing has become the talk of the town and brands fight to get advertising spots in sports like cricket, football and even kabaddi; there is one sport that needs encouragement and support: cricket for the blind. How many of us know that the T20 World Cup Cricket for the Blind is on, which commenced in Delhi on January 29, 2017?
IndusInd Bank, in association with Cricket Association for the Blind in India (CABI), has launched ‘TheOtherMenInBlue’ campaign for the IndusInd Bank Indian Blind Cricket Team under the World Champions Programme – Cricket for the Blind. Advocating the cause, IndusInd Bank aims to garner support, and generate passion and visibility for the defending champions in the on-going match. The digital campaign is conceptualised by Dentsu Webchutney and the 60-second film is conceptualised and executed by Tandav Films.
The campaign intends to showcase the fact that cricket as a religion needs to be all encompassing. While the nation cheers for mainstream cricket, visually-challenged cricketers also make the country proud, both on and off the field, and they too require support while they represent their country at the highest level.
IndusInd Bank has developed a dedicated microsite to encourage people to root for ‘TheOtherMenInBlue’. To make it more participative, the bank has developed a unique game, with 3D sound technology, that provides users with a first-hand experience as to how the visually-challenged cricketers play the game. Users can click on the play, cheer and share the score options, which they can put up on Facebook to show solidarity with the team.
Tanvi Jain, Senior Vice-President and Delhi Branch Head, Dentsu Webchutney, said, “Most people are not aware that blind people can play cricket. We wanted to spread awareness by making people experience how it feels to play blind cricket. So, we created an audio only cricket game – no visuals or text. Users have to hit the ball by listening to it, just like the blind cricketers do. It gives people a glimpse of blind cricket. Today, technology allows us to create immersive experiences and this game is one such experience. It educates, entertains and engages users and shows them why achievements of the IndusInd Bank Indian Blind Cricket team matter.”
It is not the first time that IndusInd Bank has supported a sport for a cause. Earlier, IndusInd Bank in association with GoSports Foundation launched ‘JeetkaHalla’ campaign to support the para-athletes under the Para Champions Programme.
Anil Ramachandran, Head, Marketing and Communication, and Head, Retail Unsecured Assets, IndusInd Bank, said, “All this while we have been advertising product wise. As an organisation we thought that there is a need to do something for the society that we live in. Therefore, over a period of time, we have started supporting causes that we believe in.”
Banking and sports are two categories poles apart and for IndusInd to take up sports as their recent communication peg is worth applauding. Ramachandran explained how sports resonates with the brand image of the bank. He said, “Sports is our overarching banner within the organisation itself. We try and promote sports. We have a concept called ‘IndusInd for Sports’. We believe that sports brings out leadership, togetherness and team spirit. Therefore, IndusInd for Sports has been our key product within the bank. We have always encouraged sports people and encourage people to take up sports.”
Commenting on the campaign insight, Jain said, “India is believed to be crazy for cricket. However, the fact is that we follow only the Men in Blue. Most people are not even aware of the achievements of other Indian teams. The IndusInd Bank Indian Blind Cricket team is a reigning T20 World Champion and what is most surprising is that many people don’t even know that we have a Blind Cricket Team. We wanted to make people think about the amazing capabilities of the IndusInd Bank Indian Blind Cricket team and not just focus on their disability. To make people curious and to take them by surprise, we branded IndusInd Bank Indian Blind Cricket team as ‘TheOtherMenInBlue’. The idea was to highlight the similarity between the two teams.”
Originally, the bank’s philosophy revolved around innovation. The key brand positioning of the bank has always been ‘Apne chaha aur humne kiya’. In their past campaigns, the bank has always talked about product innovation. “We have always focussed on innovation. How basic simple innovation can make the customer life simple. We focus on basic innovation that enhances customer interaction with the bank. Otherwise, banking becomes boring,” added Ramachandran.
A two-week campaign on social and digital platform aims to garner goodwill and cheer for the Champions – the main highlights being a massive influencer campaign via social media, player profiles, thought provoking / did you know content, interactive contests and games which will make the overall experience highly participative and engaging.
As a part of cause marketing, the Cricket Association for the Blind in India (CABI) got Tandav Films on board to make an anthem ‘Shor Machayega Sara Mohalla’ for the ‘#TheOtherMenInBlue’. It is an inspiring 60-second anthem to excite the nation to support the "#TheOtherMenInBlue". It opens with the lines “Dikhayi nahin deta, Par dikha toh saktey hain, Dikhayi nahin deta, Par sun toh saktey hain. Aao... shor machao, Humaari himmat badhao, Aao... shor machao.”
Sanjeev Anand, Country Head, Commercial Banking and in-charge of Sports Vertical, IndusInd Bank, noted, “We, at IndusInd Bank, believe that a person can either spend his or her life focusing on the disadvantages or work hard to overcome them and reach full potential. Through our unique campaigns, we are providing the much-needed impetus to compete and excel in sports, and encourage visually challenged sportspersons to come forward and play for personal and national glory. It is a treat to watch the hugely-talented IndusInd Bank Indian blind cricket team on the pitch. We are proud to be associated with the Champions.”
Ramachandran feels that the consumer reaction on the campaign is ‘Awesome’. He said, “People have reacted wonderfully on social media. People are retweeting the campaign. It is awesome to see that the people are reacting at an emotional level. In a small way, we have contributed in building awareness for the cricket team. We are overjoyed because people have started understanding the efforts that goes into these kinds of games.”
Client: IndusInd Bank
Digital agency: Dentsu Webchutney
Production House: Tandav Films