Oaksmith Packaged Drinking Water has launched a campaign urging Indian cricket fans to change the age-old chant heard across stadia ‘Indiaaah, Indiaa’ to ‘Indiaa, Indiaa, Indiaa’, to egg the Indian men’s team to win what will be the country’s third ICC ODI World Cup.
The campaign has been conceptualised by BBH India. A video on the making of the new chant has been created featuring musician Aman Pant and the band Dharavi Reloaded.
The video captures the musicians composing and recording an anthem around the chant. It features a medley of singers, sounds and instruments creating the soundtrack in the studio, interspersed with the ‘Indiaa, Indiaa, Indiaa’ chant and visuals of cricket fans. High on energy and spirit, the track builds up to a crescendo to end with the #ChangeTheChant message.
The track dropped on November 15, 2023, the day the Indian team defeated New Zealand in the first semifinal of the ongoing World Cup.
Parikshit Bhattacharya, CCO, BBH India, said, “The Indian team has played like never before and they deserve a chant-like never before. The video presents the fans with the ‘India, India, India’ chant, which is powered by the hopes of over a billion Indians who want to see their team lift the cup for a historic third time.”
The campaign is also being amplified through cricket influencers including presenter Jatin Sapru.
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