Mumbai: Faasos has launched a cricket-themed campaign during the ongoing T20 season in collaboration with Coca-Cola India, celebrating the emotional and high-energy way India watches the game. The initiative aims to transform everyday match viewing into a shared ritual across homes, friend groups and cities.
At the heart of the campaign is a simple cultural truth: T20 matches temporarily take over homes, friend groups, and neighborhoods. Faasos realised this and decided to play off the chaos, humor, and superstitions that are a part of this short period of time.
To celebrate the emotional peaks and troughs of the game, the brand introduced the Slap Hand Freebie in Mumbai a fun object that lets fans express their joy or anger freely during the moments of the matches. On match days in Chennai and Ahmedabad, the deliveries are accompanied by a Match Day Apology Card, which offers the fans a funny way to apologize in advance to their neighbours, partners, bosses, or family members for being inattentive or louder than usual.
The campaign also leverages the superstitions of cricket that many fans believe in. Right from sitting in the same place to performing the same actions, match-day rituals have now also included food. Faasos has launched Special Match Day Ritual Combos, which encourage fans to order the same Wrap and Coke again and again and make it a part of their “lucky” rituals.
Commenting on the campaign, Nishant Kedia, CMO at Rebel Foods, said, “Cricket in India, especially during the T20 season, is an emotional experience. We didn’t want to just ride the cricket wave. We wanted to celebrate the experience of the fans. Whether it is the noise, the nervousness, or the superstitions, these are the things that make the experience of match days special. With this campaign, Faasos is now a part of this ritual, adding flavor to it in a very natural way.”
As part of the collaboration with Coca-Cola India, fans stand a chance to win 24 match tickets, trophy keychains, signed cricket balls and official match merchandise. Every eligible order during the campaign period becomes an opportunity to get closer to the action.
This campaign is further amplified by cricket-enthusiast Instagram influencers who are capturing real match-day reactions and fan behavior.
The campaign has been rolled out in Mumbai, Chennai, and Ahmedabad with different executions for each city. With this campaign, Faasos is again emphasizing its association with how T20 cricket is experienced in India – loudly, passionately, and together.
