Title | MTV BEATS - CRICKET MEIN HAI BEAT |
Brand | MTV BEATS |
Product / Service | CRICKET MEIN HAI BEAT |
Category | C01. Digital & Interactive Design |
Entrant | VIACOM 18 MEDIA Mumbai, INDIA |
Idea Creation | REPINDIA New Delhi, INDIA |
Media Placement | VIACOM 18 MEDIA Mumbai, INDIA |
PR | VIACOM 18 MEDIA Mumbai, INDIA |
Production | VIACOM 18 MEDIA Mumbai, INDIA |
Name | Company | Position |
---|---|---|
Neeraj Toor | RepIndia | National Creative Director |
Khyati Gupta | RepIndia | Copywriter |
Nikhil Bhati | RepIndia | Art Director |
Ankit Srivastava | RepIndia | Art Director |
Ritika Mathur | RepIndia | Account Manager |
Vibhav Sinha | RepIndia | Animation |
Neeraj Toor | RepIndia | Creative Director |
With this campaign we generated buzz around PR and cricketing fans that got the nation talking about the brand. The brief for which was simple, we had to target the screen that was closest to the viewer, a screen which was active during the match and was engaging during the breaks as well. An interactive newsfeed app was designed to present every moment of every game with a sound wave(a musical melody if you must). We worked with top of the line technicians who helped us take this conversion to the viewers in REAL TIME. And at the end of the tournament, we created the longest cricket beat and told a story of one of the biggest sporting events through the sound of music.
MTV Beats is a powerhouse music brand & as India’s fastest growing music channel we have always stayed ahead of the curve through specially curated programming innovations that have successfully secured the channel loyal audiences. However, we believe in evolving constantly that strengthens our bond with our viewers. Our intent was to combine two of the country’s biggest obsessions and redefine the spirit of Indians who worship cricket and also urge them to support our Men in Blue to celebrate each second on the pitch. The app emerged as the ultimate and only platform to let cricket enthusiasts truly EXPERIENCE the sport by giving those celebratory feelings a beat that pounded through their blood. Our TG was primarily millennials, who spend most of their time on social media and get most of their entertainment and sports information from social media sites.
While the thought was simple, creating the app took a million minds. The major challenge was the music creation, Every run had to have a unique beat for fans to distinguish between the different outcomes. We designed beats from scratch to every possible outcome on every ball bowled whether it was a 1, 4, 6, or a wicket. We carefully produced individual beats with an underlying tune, which ensured every possible combination of these beats created music and not noise. The colors & design of the app were kept youthful and blue which were the teams jersey color, the design elements were minimalistic with fun illustrations of music & cricket while MTV Beats mascot brought out the element of celebration with its moves The designing of the entire app with all its permutations and combinations took about 10 days to create
The KPI’s were – Digital first innovation leading to organic buzz as a music channel during the world cup. The campaign generated : Impressions - 90 Million+ Reach - 70 Million + Engagement - 0.9 Million+ Website Clicks - 0.35 Million+ Press coverage – 3.5 MN + We added to our credit the creation of the longest cricket beat made with 1MN+ notes that summarized 45 matches played in the world cup