Short List
Product / ServiceNIKE CRICKET
CategoryA04. Other Consumer Products
EntrantMINDSHARE Bangalore, INDIA
Advertising Agency JWT INDIA Bangalore, INDIA
Media Agency 2 MINDSHARE Bangalore, INDIA
Entrant Company MINDSHARE Bangalore, INDIA
Media Agency MINDSHARE Bangalore, INDIA


Name Company Position
Vijay Menon Mindshare Planning Director
Aaron Noronha Mindshare Planning Director
Aiyappa Mindshare Planning Manager
Riya Joshua Mindhshare Account Director

Creative Execution

Cricket crazy youth were invited, via Facebook, Twitter, and chat messengers to send in their pictures and stories. The chants, breaths, appeals, screams and sledges one typically hears during a heated cricket mat were captured frame by frame and stitched together. We led with social - Brand stories were created using UGC and then used as content across FB, twitter and Instagram to inspire the youth and drive participation. We targeted users with ads created from the content generated with custom audience clusters on FB, Twitter and Mobile chat apps to generate responses.

The campaign was an immense success: • Over 200,000 crowd-sourced images / contents / stories. • 1,440 young cricketers who participated in the crowd sourced film. • Content generated – 3 months of social content for Facebook, Twitter and Instagram. • Whopping 12 million youngsters reached through web and mobile platform. • The crowd sourced film received over 2.9 Lakh views, within a week of being launched on social assets of the brand,

Cricket in India is more than a sport, it is a religion! Nike channeled the passion of the fansby giving them a voice to cheer in unison with the BLEED BLUE movement. Bleed blue since the 2011 cricket world cup has been the war cry of every Indian fan expressing support for the Indian team, Bleed blue has evolved over the years, from a fans voice to support the Indian team to the spirit that the next generation of Indian cricketers possess to continue playing fearless cricket for India. Nike wanted to celebrate this dedication for the game and show how every young cricketer in India Bleeds Blue! The brand created a platform for the fans to express their love for the game and show how they make every yard count with India's biggest crowd sourced film.


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