As the cricket tournament fervour reaches its peak, BBH India conceptualised a new campaign #ChangetheChant for Oaksmith Packaged Drinking Water.
BBH India said that this campaign is not just a change in chant ‘India India’ into ‘India, India, India’; it's a cultural leap that reflects the brand's commitment to evolving with the nation's spirit.
“This bold step is not just about cricket; it's about being part of a cultural moment that transcends boundaries,” it added.
Cricket in India is more than a sport; it's a celebration akin to a carnival or festival. The campaign aims to contribute to the collective joy and euphoria that cricket brings to every Indian.
Embodying the brand ethos of 'Peg It Higher,' the campaign aims to take the chant a notch up with a 3rd title victory for India.
The campaign's essence comes to life in a captivating video documenting the birth of the new chant. In collaboration with renowned musician Aman Pant and the vibrant Dharavi Reloaded group, the video captures collaborative efforts, cityscapes, and studio emotions, reflecting pan-Indian unity through diverse voices contributing to the chant.
Parikshit Bhattacharya, CCO of BBH India, said, “The Indian team has played like never before and they deserve a chant like never before. The video presents the fans with the ‘India, India, India’ chant, powered by the hopes of over a billion Indians who want to see their team lift the cup for a historic third time.”
As the Cricket tournament unfolds, the campaign invites every Indian to join in the celebration, united under the resounding echo of 'Indiaaa Indiaaa Indiaaa.'
The campaign video: