World Cup Jaao!
With the Cricket World Cup 2019 around the corner, Britannia needed to find a way to own the biggest event of the year, while also extending the excitement of the brand celebrating over 100 years of existence. Our primary task with this campaign was to create awareness about the promotion amongst the South Asian fans and cricketing enthusiasts to drive them to choose Britannia Arabia.
Indian Hip-Hop is slowly becoming an extremely popular genre of music, combining the influences of hip-hop with the Indian subculture. It was recognized as the most popular independent music genre in India in 2018, only showing a growth in trend post that. Considering this, we proposed a rap song, taking cues from Indian Hip-Hop trends and creating a campaign that would resonate with Bollywood and cricket fans across the MENA region.
The song was a huge success amongst the consumers, showing a great increase in participation and purchase of the Britannia biscuits that were featured during this campaign which also gave the audience a chance to be a part of the 2019 Cricket World Cup in England.