As cricket fever sweeps the country, Nissan India has unveiled a collaboration with food delivery app Zomato.
Nissan United India – the Omnicom agency set up between TBWA and OMD – was behind the initiative that is playing out during the ICC Men’s ODI World Cup.
The initiative involved a customised Zomato’s ‘rider tracking page’. For the duration of the World Cup, the customer’s home icon has been transformed into a cricket stadium on Zomato’s delivery map, and exclusive, contextually tailored content has been strategically deployed for each of India’s matches, ensuring that Nissan India’s branding is unmissable.
Speaking about the campaign, Anisha Iyer, CEO, OMD India, said, “Our strategic vision here was to cultivate a topically resonant association with audiences. Cricket, a unifying force, weaves a tapestry of fervour that binds individuals from every nook and cranny of India. And what better way to help bring Nissan’s aspiration to reach and engage with our cricket-loving aficionados than with brand integration done right – one that harnesses the combined power of experimentation and innovation to foster deeper connections.”
Mohan Wilson, Marketing Director at Nissan India, added, “We believe associating with ICC Men’s Cricket World Cup 2023 is the perfect platform to celebrate together with our customers, this year’s festive season in India. In light of this unique opportunity to bring together brand enthusiasts, automotive and cricket fans, we are also introducing the style-focused “Magnite Kuro Edition” and the drive experience-focused “Magnite EZ-Shift” to market along with a range of engaging, innovative marketing activations to make this occasion exciting and memorable for our customers this year. Personalisation is key to engaging with our young and highly digital-savvy target audience along with relevance in messaging and live experiences. Hence, we are excited to partner with Zomato, to drive impactful innovative digital-focused marketing campaigns this festive season to excite our customers around various relevant areas such as mobility, food, and sports during this year’s ICC Men’s Cricket World Cup 2023.”
(Amended at 11.30 hrs on 26 October 2023 following a clarification crediting Nissan United instead of OMD India.)
