Pitches for matches: Brand campaigns uphold the IPL excitement

Rapido campaign guarantees a ride within five minutes

Rapido has launched a campaign that promises a ride within five minutes during the ongoing IPL season. The ride-sharing platform, which offers bike taxis, auto-rickshaws, and cab services, has introduced a new television commercial and a refreshed logo that unites its core services. The campaign is aimed at Indian consumers during the cricket season and is being rolled out in multiple regional languages across television, digital, and social media platforms. The commercial presents the service promise by focusing on the rapid availability of rides when required. The new logo represents the three service modes and is integrated into the campaign’s visual identity. The initiative is supported by creative work from Lowe Lintas Bangalore and is designed to position Rapido as a dependable option during the peak of IPL viewership.

Chinese Wok campaign promotes 'cricket meals' 

Chinese Wok has launched a cricket-themed campaign for the current IPL cricket season. The campaign offers a meal deal called the Superrr Bowl, which includes Manchurian with rice or noodles and a Pepsi for ₹99. The offer will run throughout the cricket season. A 20-second advertisement in regional languages is being aired during league broadcasts to promote the offer. The campaign also features special edition packaging for delivery and takeaway orders, incorporating cricket-themed designs. Alongside the traditional media campaign, Chinese Wok has introduced a digital initiative. The brand is hosting interactive contests and giveaways on its Instagram page, with vouchers and related prizes available for participants. An augmented reality component is active at the outlets, where customers can scan a QR code at the table or counter. This scan activates a CGI representation of a chef preparing dishes on a mobile device. QR codes are also printed on takeaway and delivery packaging to allow customers to access the same experience remotely. This campaign is part of a wider strategy by Lenexis Foodworks to connect with customers during the cricket season.

Birla Estates highlights sport and homeownership connection

Birla Estates has launched its IPL campaign and elevated its role as the principal sponsor of Royal Challengers Bengaluru. The campaign, centred on the tagline 'Every sq ft tells a story' marks the homecoming of cricket and real estate. It features digital video assets created by McCann and draws a parallel between the ground at Chinnaswamy Stadium and residential properties. The campaign uses cricket as a platform to highlight the connection between the sport and homeownership. It features cricket icons and presents digital content that focuses on the value found in each square foot, comparing the elements of a cricket field with the spaces in a home. This initiative builds on previous partnerships and aims to reach a large audience during the T20 season. The campaign is supported by digital and social media placements intended to engage a wide range of viewers.

Kingfisher revamps jingle for IPL campaign

Kingfisher Premium Packaged Drinking Water has reimagined its 'Oo La La' jingle for the current IPL cricket season. The campaign features two new brand films that include players from Lucknow Super Giants and Sunrisers Hyderabad. Each film is set to a new track; one track is rendered by regional music artists Bharg and Lothika, while the other is created by Tamil rapper Paal Dabba and producer Sickflip.

The films present a narrative that links cricket with the consumption of Kingfisher Premium Packaged Drinking Water. They are designed to be broadcast on television and distributed across digital platforms. In addition to the films, the campaign introduces a limited-edition product known as the Kingfisher Groove Bottle. The initiative is produced by Ogilvy and seeks to connect with consumers by aligning the brand with cricket and music.

Lauritz Knudsen launches Mumbai Indians ad 

Lauritz Knudsen Electrical and Automation has launched an integrated marketing campaign featuring players from the Mumbai Indians IPL cricket franchise. The campaign, presented through a television commercial titled 'Who am I?', focuses on the brand’s role in the electrical and automation sector and its contributions to India’s infrastructure. The commercial features players from the Mumbai Indians team and outlines the partnership between the brand and the cricket franchise. The campaign highlights Lauritz Knudsen’s position in powering key infrastructure projects such as airports, stadiums, and metro systems. It is produced by Saatchi & Saatchi India under the Publicis Groupe. The campaign will be promoted through multiple media channels to ensure its wide reach.