MTV BEATS - CRICKET MEIN HAI BEAT

TitleMTV BEATS - CRICKET MEIN HAI BEAT
BrandMTV BEATS
Product / ServiceCRICKET MEIN HAI BEAT
CategoryB02. Sports: Live Experience
EntrantVIACOM 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

Credits

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

Why is this work relevant for Entertainment?

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.

Background

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.

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 strategy

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. However, owing to the popularity of both the primary things, our TG eventually extended to all ages as the curiosity about the campaign increased. Our approach was to create a campaign that would target people who consume cricket and music online. We also launched the campaign in a phased manner to increase interactivity with our audience.

Describe the execution

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. Well as a combination, these beats needed to make sense too, so 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 together a melody ensuring fans celebrated every run. The app was active the entire length of the world cup which was around 2 months, it was strategically placed on Facebook, we also targeted to our TG through most of the frequently visited apps like whatsapp.

Describe the outcome

Impressions - 90 Million+ Reach - 70 Million + Engagement - 0.9 Million+ Website Clicks - 0.35 Million+ Press coverage – 3.5 MN +

Links

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