Describe the creative idea

The idea came to life in the process of the creative team trying plot the match scores in a graph which suddenly started resembling a sound wave. 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. Now whether you were on the go, cooking, or in a situation where accessing the match updates on the television screen was a concern, our app converted every run scored during the match, into a beat to ensure the audience never had a dull moment during the matches and could access the app easily. All of this was done and delivered to the viewers in real time.

Describe the execution

MTV Beats is a powerhouse music brand & as India’s fastest growing music channel, 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 urge them to support our Men in Blue to celebrate each second on the pitch. While the thought was simple, creating the app took a million minds. 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 app captured live API’s and converted every run into a beat and weaved (without a seconds delay) together a melody ensuring fans celebrated every run. Advertising was strategically placed on the platform itself and through one of the most of the frequently visited apps like – whatsapp, which pushed out the app during live matches The designing of the entire app with all its permutations and combinations took about 10 days to create, there were at least 7 iterations made on each to be fitting enough to go live with Visuals were kept light and relevant to music and cricket taking the illustrative approach and blue as the hero colour which is the colour of team India The campaign ran for more than a month where 45 matches were played during this timeline hence creating the longest cricket beat on the strength of 1MN+ notes.