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Is marketing on the Cricket World Cup much like the rush hour on a Mumbai local? Practically every brand is out there. There is little room to maneuver. The noise levels are extremely high. So how do you stand out from the crowd and be noticed?
Lakshmi Narayanan B, CMO, Ceat Tyres would prefer calling the marketing during the Cricket World Cup as the street side Chaat in Mumbai.
“It’s a burst of different flavours. You can always have a choice to kind of pick from and you can customise it to your preference,” he told ETBrandEquity.
What are the right ingredients for this Chaat to justify the needs of modern marketers? “The first ingredient is to know, where exactly is the audience consuming this content,” says Narayanan.
In the case of Ceat, the brand decided to transform its entire website to celebrate cricket.
“There is a lot of engagement for the audience to look at how the products and the proposition can be presented in a cricket form and manner,” he says.
The second part of the experience is not just about consuming the chaat – it’s also about the conversation that consumers have while they are enjoying the product. “Conversations are critical in cricket,” says Narayanan justifying why the brand launched timeouts with Australian cricketer Matthew Hayden to drive conversations around cricket.
Narayanan feels that there is a cricketing way of telling the brand’s story. “That is where we feel the power of cricket can be leveraged. And that is where there is a convergence into the commerce piece,” he says.
A big match presents a big opportunity for brands. Some like ride aggregator Uber have actually used the opportunity to unveil a new business opportunity in India. It was an opportunity born out of a genuine consumer problem. That’s why it gets an unfair share of the attention.
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