Ad Review – Cricket.com’s “Game Badal Gaya”.
Brand – Cricket.Com
Category – Sports/ Internet Media
There are two parts to an ad film or even other forms of the advertisements for that matter:
The interesting, enticing, entertaining – creative hook part which gives the high to the creatives (and to the audiences if good enough).
And the not so interesting, predictable, even monotonous and yet very very important marketing outlook part which gives the high to the product marketers (who actually pay so highly for the entire ad).
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Every good ad is the achievement of the nearest perfect balance between the two contrasting parts – hook the audiences and sell the product. And that difficult balance is where Cricket.com’s “Game Badal Gaya” campaign seems to be faltering a little bit. But like the usual corporate cliche, let’s talk the good part first.
Solid wordings – wow what a flow and play on words to capture the changing nature of the game. Full marks there to the writers.
Beautiful and dynamic visuals catching and matching the essence of the witty cool lines.
Fast, pacy editing well suited to the overall tone of the film, emphasizing the craze cricket generates in India.
Creatively the film can be termed as a nice exposition of the spirit of cricket catching the game right from railway track bat-balls to the IPL glam dolls.
TG wise, there isn’t any demographic targeting of audiences here. There isn’t any need also for any such targeting with cricket being such a unique unifier in India cutting across all kinds of demographic separators.
The campaign is well timed with IPL just around the corner and cricket fever just about to kick in (replacing the other draconian fever, everybody already got so sick of).
Overall, the ad rightfully comes across as a great celebration and tribute to Cricket in India but falls a little short of doing justice to the product – Cricket.com.
The whole idea of asking viewers to adopt Cricket.com as a newer way to follow cricket fails to create any differentiation for the product from other numerous similar services available online.
In fact, in the absence of this differentiation, it just becomes about following cricket on mobile which doesn’t seem such a novel concept anymore with almost everyone already doing it on google or a site bookmarked in their mobile. But you never know. Maybe that was the brief. Writer in me loves the ad. Marketer in me asks – can there be a little more?
About Vineet
Vineet is an IIT JEE Rank holder, Marine Engineer, an MBA and a writer by heart.
After having worked in Shipping, Advertising, Financial Services industries for top companies like British Petroleum, Percept and Mahindra & Mahindra, he chose his first love (writing) to settle down with.
He has written Feature films, TV shows, Ad films etc. and was also featured in SAB TV’s show – “Wah wah kya baat hai”
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