Mumbai: Britannia 50-50 is bringing back the excitement of cricket with Season 2 of its popular ‘5050 4th Umpire’ campaign, tapping once again into India’s boundless love for the game. At the heart of this season’s campaign is a brand-new digital destination — 5050Cricket.in — where fans can immerse themselves in interactive match scenarios, make real-time predictions, and win exclusive rewards.
Cricket is not just a sport in India — it’s an emotion that plays out in every home, street, and conversation. Whether it’s a missed run-out or a last-ball thriller, every fan has an opinion, and with 4th Umpire, Britannia 5050 turns every viewer into a decision-maker.
Conceptualized by Schbang, the campaign invites fans to step into the umpire’s shoes. Users watch engaging match clips and predict outcomes to win exciting rewards including match tickets, cashback, and more. The quirky new TVCs bring this idea to life by showing everyday Indians — from train passengers to neighbourhood kids — making umpire-like calls on everything from cricket to kite fights. Because, as the campaign boldly states, “Ab India Mein Har Koi Banega Umpire.”
Siddharth Gupta, General Manager, Marketing, Britannia, said, “Cricket has always been an emotion in India, and every fan has an opinion, a prediction, a point of view. With Britannia 5050 4th Umpire, we’re giving fans the chance to be an umpire, asking them to predict the outcome of unique match situations. It’s our way of recognising the expert in every Indian and giving them a fun, interactive way to engage with the game they love. For us, it’s about creating moments of connection, joy, and playfulness that resonate long after the snack break is over.”
Umma Saini, CCO, Schbang, added, “Anything can happen during the peak T20 season and while watching the match, we are all umpires! As are we often in life as people. We are quite engaged as a community and that’s part of our beauty. We brought a human insight, our love for cricket and the brand’s positioning, together with the digital insight of initiating second screen engagement during this cricket season – to bring alive the Britannia 5050 4th Umpire Digital Game and campaign. A Kite or a catch, ab India me har koi banega umpire.”
How to Play the Game:
- Scan a Britannia 5050 pack
- Play 4th Umpire – Watch match scenarios and make your prediction
- Stand a chance to win match passes, cashback, and more*
With Season 2 now live, Britannia 5050 invites every cricket fan to trust their instincts and make the call — because in today’s game, the umpire doesn’t just wear white — they snack too.
