Title | MUTHOOT BLUE LEAGUE OF DREAMS |
Brand | MUTHOOT PAPPACHAN GROUP |
Product / Service | MICRO-FINANCE LOANS |
Category | A11. Consumer Services |
Entrant | LAW & KENNETH SAATCHI & SAATCHI Mumbai, INDIA |
Idea Creation | LAW & KENNETH SAATCHI & SAATCHI Mumbai, INDIA |
Production | FINGERPRINT FILMS Mumbai, INDIA |
Name | Company | Position |
---|---|---|
Delna Sethna | Law and Kenneth Saatchi & Saatchi Pvt. Ltd. | Chief Creative Officer |
Ishan Mehta | Law and Kenneth Saatchi & Saatchi Pvt. Ltd. | Creative Director |
Tarun Kumar | Law and Kenneth Saatchi & Saatchi Pvt. Ltd. | Creative Director |
Snehasis Bose | Law and Kenneth Saatchi & Saatchi Pvt. Ltd. | Sr. Vice President-Planning, Planning/Research |
Alpa Dedhia | Law and Kenneth Saatchi & Saatchi Pvt. Ltd. | Associate Vice President |
Sandeep Gaykhe | Law and Kenneth Saatchi & Saatchi Pvt. Ltd. | Associate Vice President |
Harish Shetty | Law and Kenneth Saatchi & Saatchi Pvt. Ltd. | Brand Services Director |
Divyang Pandya | Law and Kenneth Saatchi & Saatchi Pvt. Ltd. | Executive Agency Producer |
Madhukar Kotian | Fingerprint Films | Executive Producer |
Rajay Singh | Fingerprint Films | Executive Producer |
Anuj Alia | Fingerprint Films | Director |
Wei Peow | Fingerprint Films | Director |
Vijay Carvalho | Fingerprint Films | Producer |
Dhananjay Kunder | Fingerprint Films | Producer |
Daniel Low | Fingerprint Films | Cinematographer |
Megha Gaykhe | Law and Kenneth Saatchi & Saatchi Pvt. Ltd. | Associate Manager -Development |
Sudarshan Sudevan | Law and Kenneth Saatchi & Saatchi Pvt. Ltd. | Executive Creative Director |
Maalin Ashar | Law and Kenneth Saatchi & Saatchi Pvt. Ltd. | Content Executive |
Maitri Gala | Law and Kenneth Saatchi & Saatchi Pvt. Ltd. | Creative Supervisor-Art |
Bhushan Shimpi | Law and Kenneth Saatchi & Saatchi Pvt. Ltd. | Group Head Creative |
Sanket Manjrekar | Law and Kenneth Saatchi & Saatchi Pvt. Ltd. | Jr. U.I Developer |
Divyesh Solanki | Law and Kenneth Saatchi & Saatchi Pvt. Ltd. | Sr. Software Engineer |
There is no one India. A hundred kilometres can change everything: cuisines, attires and languages, among other things. However, there is one constant… cricket. To be more specific, street cricket. It’s played in every nook and cranny across India. Though only eleven can play for the national team, this doesn’t deter a million others from crowding the narrow streets and pursuing their dreams. Often with minimal means. In fact, the only dream that could rightfully be called the collective dream of a billion people is this… to become a professional cricketer and play with their cricketing heroes. So, we decided to leverage this collective dream to demonstrate to millions of Indians that the Muthoot Pappachan Group can make dreams come true. We created the Muthoot Blue League of Dreams: India’s first-ever street cricket tournament, where street cricketers played alongside cricket legends, while being treated like superstars.
Gross Amount Spent on Organizing of event (includes talent fees, shoot, travel, live event for 2days) - 296, 194 USD Media - 67,694 USD PR - 28, 205 USD
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, they 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.
The Muthoot Blue League of Dreams (communication + event) successfully demonstrated to millions of not-so-affluent Indians and financial outcasts, that the brand can make their dreams come true. As a result, footfalls across branches went up by an average of 11%! In some centres, they increased by as much as 18%! The on-ground event gave 60 people a chance to realise their dream of being treated like cricket’s superstars while playing alongside cricket legends. More importantly, it made millions of potential customers believe their dreams could come true despite the lack of support from India’s formal banking system.
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. To reach out to this audience, we not only used the usual media like Facebook, OOH, print and YouTube, but also leveraged WhatsApp and in-store (branch) promotions. 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.