Polycab India, wires and cables manufacturers, launches its ad campaign ’Jo cricket ke liye jiye, Come #CheerIndiaKeLiye with Polycab’. Polycab India is an official partner for the ICC Men’s Cricket World Cup 2023.
The campaign aims to connect with every cricket enthusiast and capture their emotion as they cheer for the country. The start of the campaign is an anthem, sung by Dev Negi, and brought to life by director Jay Bhansali. Bharat-Hitarth (Bharat Menaria and Hitarth Bhatt) have composed the music for the anthem. It is a musical composition with lyrics that revolve around India’s quest to win the World Cup once again.
The digital campaign features three individuals who are super fans of Indian cricket: Sudhir Chaudhary, Saravanan Hari, and Pintu Behera. They join the clarion call, encouraging fans from all walks of life to demonstrate how they are cheering for India, using the anthem’s catchy hook step and audio. The campaign has been conceptualised and executed by FCB Kinnect.
The focal point of the campaign is user-generated content (UGC) from Indians demonstrating how they #CheerIndiaKeLiye, incorporating the anthem’s hook step and audio. To spread the word about the contest and anthem, Polycab has teamed up with a group of digital influencers, popular TV stars, and content creators. Over the next couple of weeks, these influencers will be creating social media content encouraging their followers and users to participate in the #CheerIndiaKeLiye campaign by using the anthem’s audio and hook step.
“Our strategy is simple yet powerful – we want to empower every Indian to express their love for cricket and support for Team India in their own exclusive way. Through the #CheerIndiaKeLiye campaign, we are inviting fans from all walks of life to come together and showcase their cricketing cheer. Whether you’re a die-hard fan or someone who enjoys the occasional match, we want you to be a part of this celebration.” Nilesh Malani, executive president and chief marketing officer, Polycab India, said.
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