In our country, cricket is religion and during this cricketing season, brands have not left any stone unturned to be part of the narrative and get the attention of the consumer, with crores being spent on creating content and buying media to raise the stakes.
The brand and agency – Team Lavian looked at the opportunity from a different lens. It was decided to reach the same audience that brands spend crores to reach via TV, at a fraction of a cost. This audience is busy with cricket; watching it, following it and more importantly for us, they are even playing it on their phones on the ever so popular World Cricket Championship 2.
World Cricket Championship 2 or WCC2 as it is commonly called, is the world’s most played cricket game and has seen exponential growth in the number of users that are coming and experiencing the best-in-class interface and cricket experience. This has resulted in upwards of 2 million Daily Active Users playing over 45 minutes per session. All of this has aggregated in the game being rated one of the top 10 games in India by App Annie. A perfect way for brands to connect with a captive audience.
Vinod Lalwani, Executive Director, Prayagh Nutri Products (P) Ltd. said, “With the WCC2 partnership, we have discovered a smart and super-efficient way to be part of the cricket narrative in India. This is a good way for us to start our brand marketing for Lavian and in this attempt, we are not just ensuring hi decibel impressions, but the focus is on driving user engagement. We are seeing 2X the results of what we set out as a goal with.
The purpose ultimately remains to ensure that amidst the match battles, gamers get to enjoy moments of sweetness.”
Sidheshwar Sharma, Exec. VP, L&K Saatchi & Saatchi says, “India is showing signs of a new break, with mobile first gaming boom. The sheer number of Indians who have come in to gaming has already reached 250MN (as per KPMG & Google data). So for us, this was an opportunity we didn’t want to miss as a first step towards the brand’s growth, the aim here is to build brand recall for Lavian and drive user engagement. For us, it’s yet another proof point in the belief, that when you set your mind and effort to a task, you can achieve Impossible outcomes. The excitement here at L&K Saatchi & Saatchi continues with the brand journey to create a powerhouse brand – Lavian”
