Activewear brand Technosport has released its campaign around the World Cup, encouraging people to enjoy the nuances of cricket wherever they can. The campaign film has been conceptualised by Imlliadrakee and written and directed by Kapil Mishra.
The film shows people wearing Technosport activewear and enjoying the game of cricket, as well as the surprises it brings with it, be it a wife bowling her husband out, or the boss getting hit by the ball, or teenagers playing the game with the intensity and sincerity of professional athletes. The film’s messaging through this – ‘Is world cup ko har maidaan mein khelo’.
Puspen Maity – CEO, Technosport said, “It is very exciting to launch our first brand campaign during the ongoing Cricket World Cup in India and show our support for the Indian Team. Cricket in India is not just another sport. Cricket is emotion; cricket is a way of life. The game itself was once the game of the “royals” and is now played by people from all aspects of life in India. It has become more Indian than any other Indian sport. Similarly, at Technosport we are bringing the technology and innovation in activewear, once considered as super premium or “royal” to the masses at an affordable price point to enhance their day to day life and comfort. It’s that synergy that we wanted to bring out and this film does exactly just that.”
Sunil Karthik – Head – Marketing, Technosport, said, “In India, the world cup is a kind of watershed moment. The ripple effect caused by an event of such magnitude is huge. The fact that this is happening in India this time after a gap of 12 years makes the entire celebration and the impact ever larger. As a homegrown activewear brand building for all strata of society, we could not think of a better time to launch our first campaign. However, with our customer spread very wide both in terms of demography, geography & psychography, we need to create something which would resonate with everyone. Another challenge was to ensure that we stood out from the clutter of ads in the market at this time. The idea behind the campaign was strong enough to overcome those challenges and carve out the required awareness for our brand and philosophy.”
Sidhesh Pai, Co-Founder, Imlliadrakee, said “As a nation, we love sport, but not all of us necessarily take part in it. Technosport, being an active wear brand, had to build an emotional connect with its consumers. And the connect is motivating people to go out and enjoy sports in whatever capacity they can.”
Kapil Mishra said, “The film is about the nuances of Cricket that we all have enjoyed and keep enjoying. We are reminding them of the small tiffs, the dead serious focus in casual street cricket, the eagerness to prove your skills in the office corridors, and the challenges given to each other. It is these nuances and the joys of cricket that we must go out and enjoy. The World Cup fever is on and Technosport’s message is simple ‘Is World Cup ko har maidaan mein khelo.”
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