Detergent brand Ariel from the house of P&G is out with an emotional, appealing and nostalgic campaign around the ongoing World Cup Cricket, re-enforcing the faith in Team India that they can repeat the 2011 victory. India had won the coveted tournament in 2011 and 1983.
Every cricket fan in India contributes in his or her own small way to take the nation towards its win by cheering, praying, believing and bringing in their bit of luck to the cricket fervour. Over all these years, they hold the match-winning jerseys very close to them. So is the case with the 2011 World Cup jersey, wearing which they witnessed the World Cup coming home after 28 years. The campaign captures the moments of India’s victory in 2011 and states that it is time for everyone to keep their lucky jerseys ready and wear them again while cheering for India and hope that the magic will rub off this year too.
Ariel’s #2011Dobara takes viewers down memory lane when India won the World Cup in 2011. It makes them relive the anxiety, hope, fear, cheer, joy, pride and celebration that all Indians experienced during the final match played on April 2, 2011, when Team India lifted the Cricket World Cup after 28 years. The film touches the sentiment that we as Indians are superstitious by nature and consider things/tokens/people to be lucky for the team/match. Ariel’s new campaign hopes to repeat the magic of 2011 win and at the centre of all this is the lucky jersey that people hold so close to them. This lucky jersey needs to rework its charm but before that it needs to be washed with Ariel to remove the stains that followed the win — stains of cake, cold drink, wine, sweat, etc. Ariel truly believes that if everyone brings with them a little luck with their lucky jersey, India might just bring back the World Cup. In this journey, Ariel ensures clean and stain-free jerseys (ready to cheer) as it gives best stain removal in one wash.
The ad that went live on June 8 has resonated with famous names from the cricket fraternity and Bollywood alike. The ad film was shared on social media by eminent names such as Zaheer Khan, Harbhajan Singh, Yuvraj Singh, Virender Sehwag, VVS Laxman, Suresh Raina, Ravichandran Ashwin, Sagarika Ghatge, Geeta Basra, Piyush Chawla, Mayanti Langer, etc.
Virender Sehwag shared the video on Twitter and commented, “This 2011 World Cup is etched so fondly in my memory, the day #TeamIndia made our nation proud. After watching this film by @ArielIndia, I can’t wait to feel the same way again. Kyunki is baar hoga #2011dobara.”
Yuvraj Singh commented as he posted the ad film on his Instagram handle, “My 2011 World Cup Jersey is one of those that I treasure immensely. It’s what I wore when I brought home the cup for #TeamIndia in 2011…. after 28 years! And I have a feeling, Iss baar bhi hoga #2011Dobara. Thank you @ariel.india, this film reminds me of every moment of the 2011 World Cup!
Harbhajan Singh also took to Instagram and shared the #2011Dobara film. He wrote in the post, “This @ariel.india film brings back all the 2011 World Cup memories to life, like when we lifted the trophy we felt like we were on top of the world. We made the entire nation proud. And to this day, I keep my winning jersey close to me. I am all set to wear my lucky jersey and cheer to see #2011Dobara.”
More and more fans are getting inspired to don their Ariel-washed lucky jerseys and cheer for India ever since Ariel’s #2011dobara film went on air. Fairly so, after all the ad campaign brings the nation together through a common element and that is the lucky jersey wearing which they had witnessed and celebrated India’s win in 2011.