Creative Execution

The whole campaign went from brief to finished execution in less than 120 days. Roping in international players We roped in a sports consultancy to initiate talks with international players. Finding passionate street cricket teams We launched a Call-for-Entry campaign on Facebook, YouTube, HotStar, regional publications and a select-few outdoor locations. Teams could register their entry on a custom-designed website. In less than 19 days, we received 1200+ entries! Featuring the most passionate street cricket teams We travelled across India to create features on teams whose stories touched a chord. In all, we created around 60+ videos for the campaign. Shortlisting the teams More than 6,00,000 fans cast their votes to shortlist the final four teams. Event The event was hosted at one of Mumbai’s iconic cricket venues, and the execution mirrored that of a professional league with customised team kits, team dug-outs, and even commentators.

The campaign resonated strongly with the Muthoot Pappachan Group’s target audience. As a result, footfalls across branches went up by an average of 11% during the campaign. In some centres, it went up by as much as 18%! The campaign also generated 13 million views, while attracting 1200+ entries and 6,00,000+ votes. The initiative helped the Muthoot Pappachan Group earn PR coverage worth 4.4 million. In fact, we realised how closely the campaign was being followed when the crashing of the website server for a few hours actually drove aspiring participants to our branches, in the hopes of registering their entries.

Since the target audience for the campaign were India’s not-so-affluent masses, the choice of cricket as a vehicle proved to be an ideal one. Buzz Building This was a digital and social first campaign that used a gamut of media, chief among them being Facebook, OOH, print and YouTube to create buzz. Considering the nature of our audience, we also also leveraged WhatsApp and in-store (branch) promotions. Driving Entries To drive participation for the event, we used GDN (Google Display Network) banners, which directed people to the microsite. At the same time, international cricket players tweeted from their handles to amplify the reach of the campaign. We positioned the Muthoot Blue League of Dreams as a grassroots initiative that would make millions of Indians believe that no dream is too big.