Leo Burnett Mumbai creates new Ariel Cricket World Cup campaign that urges superstitious Indian fans to keep their lucky 2011 jerseys ready
Ariel, India’s premium detergent brand, has recently launched a campaign to leverage India’s biggest sporting event – the Cricket World Cup 2019.
The campaign brings together the brand’s purpose and the efficacy of the product in a story that every Indian cricket fan will relate to. The idea stemmed from the thought that Indians are a passionate and superstitious lot. We all have our lucky charms and rituals we follow when we really want something in life. This is the same even for cricket.
Having won the 2011 World Cup, Ariel decided to elevate the role of the India jersey to that lucky charm which can help bring back the victory that India saw in the 2011. Hence the idea – #2011Dobara.
The film brings this idea to life by being reminiscent of the 2011 victory celebrations. Be it celebrations with gulaal and colours, food or partying all night etc. those celebrations were sure to have left stains on the India jerseys. Ariel through this film, urges fans to bring those lucky jerseys back and keep them ready for this World Cup 2019, with Ariel deep cleaning detergent.
On the campaign, Rajdeepak Das, MD India and Chief Creative Officer, Leo Burnett, South Asia said, “#2011Dobara for Ariel brings out the passion of every Indian cricket fan and highlights the culture and belief system that Indians have towards the game. We enthusiasts will do anything to help India win the 2019 World Cup, and one such thing that is common ground for all of us is our lucky jerseys, which won us the Cup in 2011. Banking on our HumanKind approach we used this lucky charm to narrate a story around the product, that resonates with the fans.”
A spokesperson from Ariel India said, “In a country where cricket is played in every other lane, Ariel’s #2011dobara creates nostalgia and takes the viewers back to 8 years ago, when India lifted the World Cup! Fans are always passionate to add their bit to the cricket fervour with their beliefs, be it by sitting on the same spot for all important matches, or by wearing that lucky jersey! Binding the emotions and reliving the celebration of 2011, Ariel’s new campaign aims to bring the nation together through a common element and that is the lucky jersey, wearing which they witnessed and celebrated India’s win in 2011. Ariel encourages everyone to don their lucky jerseys match after match, and leave it on Ariel to keep it stain-free and clean! This way, the fans won’t run out of luck as they cheer and lead India towards victory. It’s time for #2011dobara.”