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Cashing in on the cricket fever is yet another brand with a new campaign. What is novel this time is that it's a women's brand that is tapping into the Indian cricket craze. With female viewership of cricket on the rise,
Wipro Consumer Care has roped in former Indian captain Anil Kumble in an ad campaign to promote its soap brand Santoor during the coming cricket season.
“With the cricket fever on in the country, we believe that there would be a quicker brand recall and it would be top-of-mind for consumers,” says Mr Anil Chugh, Senior Vice-President, Marketing, Wipro Consumer Care and Lighting.
The cricket season being longer this summer (18-20 weeks) with both the World Cup and IPL being played back-to-back, the company is looking at leveraging the captive audiences for the matches. “We also feel female viewership of cricket is increasing and wanted to be one of the early brands to cash in on that factor,” he says.
The soap brand has been using the context of “mistaken age” for more than 15 years now and has been running campaigns with Bollywood actors Saif Ali Khan and Madhavan.
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