Greenroom Buzz

Red Label Asia Cup Influencer Campaign

Description

India vs Pakistan has always been one of the most followed rivalry in Cricket history. The two neighboring countries always attract eye-balls when it comes to Cricket and offer a great spectacle to its fans. With Asia cup approaching Red Label planned a campaign around the India-Pakistan rivalry in Cricket. Everyone remembers the 1996 World Cup match between India and Pakistan due to the intense duel between Aamir Sohail and Venkatesh Prasad which not only set the tone for the match but to the rivalry between the teams. With India-Pakistan match coming up in the Asia Cup, Red Label planned a TVC where in Venkatesh Prasad and Aamir Sohail would come together and talk about their experiences about the classic duel between them over a Red Label tea. This campaign needed promotion across social media and primarily targeted Twitter as a platform. Greenroom identified cricket based influencers and celebrities across India to participate in amplifying this campaign. These celebrities and influencers were made to tweet about the TVC on their respective social handles. The entire campaign was themed on the hashtag #SwadApnepanKa.

Content

Celebrities: VVS Laxman, Sanjay Manjerekar, Irfan Pathan, Mohammad Kaif, Mandira Bedi & Mohammed Azharuddin

Influencers: Gaurav Kapur, Jatin Sapru, Gautam Bhimani, Trendulkar and more.

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Inference

With the talk of the town around the highly anticipated India-Pakistan match in the Asia Cup, this campaign of using cricket based celebrities and influencers worked wonders for Red Label. The concept being around the duel of Venkatesh Prasad and Aamir Sohail in the 1996 WC led to greater engagements on social media as people could relate to the match. The campaign reached around 5.5 Million audience on Twitter, the hashtag #SwadApnepanKa also garnered 22 Million in terms of hashtag reach.

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