Google’s new campaign taps into the cricket fever in India and moves away from the long format TVCs the brand has put up in the past
Campaign: Answers made easy — cricket score
Company: Google India
Agency: Lowe Lintas Delhi
The film opens with a young couple in a store shopping for household items. When the wife places two apples on the counter, the salesman and her husband negotiate the price to ridiculous levels. In the end, the wife realises that they were discussing the cricket score all this while, using their respective Google apps.
With the cricketing season and exams upon us, brands across categories have launched new campaigns focussing on the two.
Search engine giant Google too has tapped into the cricket fever and launched TVCs highlighting a range of cricket search features on its Google app. It is not the first time that Google has launched a TVC based on the mood of the nation. During the 2014 general elections, the search engine had launched a #PledgetoVote campaign.
The current TVC depicts the cricket craziness amongst Indians aptly, where all everyone can think and talk about is cricket. Unlike many other campaigns leveraging cricket which make an emotional pitch for fans, this TVC has the shock and fun element to its credit. The wife in the supermarket gets shocked, only to realise that her husband and the others including the cashier are not talking about the cost of the apples, but the cricket score. The viewer too gets a pleasant surprise in the end.
The two TVCs launched by Google for this cricket season will air from the T20 World Cup till the Indian Premier League (IPL) ends. The campaign has been conceptualised by Lowe Lintas Delhi. Sharing his views on the creative approach behind the campaign, Arun Iyer, chief creative officer, Lowe Lintas, says, “Die-hard fans of cricket will stop at nothing to get the updates on scores or any information related to cricket.”
This element has been captured in the two films that go on to show that no matter what, you cannot take cricket out of a fan.
The new campaign helps communicate that cricket lovers can easily get answers to any questions about the game through the Google app — from score updates to schedules, from cricket gear to trivia. Commenting on the new campaign, Sapna Chadha, head of marketing, Google India, says, “Being away from the action can be
frustrating, but from today you’ll never have to miss another moment with the launch of new cricket experiences on the Google app.”
The films are very different from the other campaigns launched by Google in the past wherein long format TVCs strung an emotional chord as they told a story. Remember the #Reunion advertisement?
Nevertheless, the new campaign does its job as a tactical one and should work for the search engine,
as it captures the basic insight that in a cricket crazy country one needs to be on top of the score chart,