CCI NG 3.7 Product: ETMumbaiBS PubDate: 06-06-2018 Zone: BrandEquity Edition: 1 Page: BEFP User: sandeep.dutta Time: 06-02-2018 01:30 Color: CMYK THE ECONOMIC TIMES JUNE 06-12, 2018 Brand New Pitch WHO'LL WIN THE FANS' CUP? The first and last match around the FIFA World Cup will be brands slugging it out for the fan’s cash and attention. Who’s IMAGINARY HOMELANDS got what it takes to win? By Delshad Irani FIFA World Cup campaign ever to give fans “money can’t buy MAKING OF MERI experiences” like said trips to Russia and tickets to matches projected on 70mm screens closer to home. With its assets DOOSRI COUNTRY activated in over 180 countries, How a football obsessed marketer and ad man teamed up to make Coke’s World Cup offensive beats, the game accessible in time for FIFA 18 in scale and scope, every other brand in the tournament, ac- or rather especially cording to company executives. BY RAVI BALAKRISHNAN the ones whose eyes For the current edition, Coke HQ MUMBAI glaze over at the has given its country markets thought of league a greater degree of freedom to Indian advertising, like India football. These are customise everything from itself, brings its A-game when fans who get activat- on-ground activations it comes to cricket. From the ed only once in four and social content ‘Real Taste of Life’ for years, around FIFA, uring the FIFA reimagined experiences.” Cadbury, to an epic film at which point they, World Cup the Which leaves the rest of us featuring Sachin swear allegiance to biggest global reimagining our life choices, Tendulkar as a Argentina, Brazil, Germany or brands across as we sit back and watch our Godlike being Spain; those old enough to re- categories like lucky compatriots fly economy who causes member Roger Millla are still beverages, to Luzhniki. The question, dear time to holding a torch or two for sportswear,D auto, durables and reader, is what about the losers? stand everything in between, send hun- The unlucky remainder of the 3.5 still dreds of lucky individuals flying billion who will get to witness the for across the world from their home world’s greatest sporting event Adidas, countries to host nations where will have to make do with match right down to video lengths. Says to Traffic the action is at. Brazil in 2014. screenings at the pub. That's as Ricardo Fort, VP - global sports Jam and Make Russia this year. Both exciting close as you will get to experienc- partnerships, Coca-Cola, “We’ve Every Yard destinations in themselves (sor- ing the real thing. pre-developed and pre-produced Count for Nike to the ry, all the chosen ones of 2022!) However, for the 2018 edition to make sure we have agility to taut, brutal hilarity These people are picked through be part of conversations around of ‘Get Used To Tension’ various schemes from football moments like big wins, big dis- for Ten Sports, cricket is skill competitions and social me- appointments, surprising goals a dependable springboard dia contests to buying a combo that will allow us to be quick to for memorable ideas and cola pack. The initiatives are in- tailor our message.” scripts. Cameroon. It makes variably counted as one of the key It’s also taking the power of the When it comes to football business sense too aspects of any marketing plan. property onto labels for the first – globally a great source of since as SPN – Sports discov- Coca-Cola India will send over time and will leverage its biggest inspiration to the creative in- ered, there’s a football audience 300 people to soak in sights, FIFA asset under the ‘Share A dustry – India and its ad agen- and a much larger FIFA World sounds and vodka in Russia. Coke’ umbrella, which is Coca- cies typically shrug and flub Cup audience. FIFA’s global partner Kia Motors Cola’s long running flagship the pass. We have inauthentic However, the Doosri Country Meri Doosri Country is using the “opportunity to en- program. 750 ml sharing packs ads that depict hordes of crazy angle was almost left on the is true not just for hance awareness and create of Coke will carry relationship fans that yell ‘Let’s Football’, chopping block. Both marketer us but for the 175 brand affinity with FIFA even labels like Coach, Fan, Mentor, which would’ve made a whole – Kedar Teny, senior VP – mar- other countries not before we launch our products in FOR FANS WHO DIDN'T Bro (ladies, feel free to share the lot more sense if they were keting and OAP – sports at Sony participating, who 2019,” says Manohar Bhat, head - WIN A TRIP OF A LIFE- Coke), where the brand name saying ‘Let’s Cricket’. Pictures Network and ad man love the sport marketing and sales, Kia Motors used to be. The labels will also It’s this backdrop that makes Jigar Fernandes, (formerly of Kedar Teny India. In a first for India, Kia will TIME, THERE'S A TRIP feature the colours of 8 nation- ‘Meri Doosri Country’, Sony Publicis) president and content Sony Pictures Network use its partner rights to send six al teams, namely Argentina, Pictures Network – Sports’ head at Culture Machine were young aspiring footballers as TO LOCAL SPORTS BAR Brazil, Belgium, France, FIFA 2018 campaign clear they didn’t want any ele- Official Match Ball Carriers to & FREE JERSEY Germany, England, Portugal stand out and stand ment in the ad that could alien- the World Cup. and Spain, chosen for their popu- tall. The ad is a ate the audience in these times Another key sponsor, Visa ran a of the World Cup, sponsors have larity among Indian consumers. celebration of hypercharged nationalism. Shop-Pay-Go contest in partner- various plans over and above So this World Cup, fans can dis- of football Or indeed belittle the attempts ship with Amazon Pay in April. a free pint and jersey to at least play their allegiances with every fans: of the Indian football team. It was a first of its kind promotion lessen the agony of comrades sip. “We want to create buzz not even Says Fernandes, “Being a foot- by the company in the country left behind. just on air, but also on packs, on baller myself, who’d dreamt of since its association with FIFA shelves, in stores,” says Ajay playing for the country, in 2007. To participate, and be Party in the cup, Bathija, director – colas, Coca- I was wary that these For this film, I eligible, fans needed to purchase literally Cola, India and South West Asia. people should not be replicated my mental the most number of products on Official spon- FIFA World Cup 2018’s of- offended in any way. pictures. And in those, Amazon, using a Visa card of sor Coca- ficial beer, Budweiser, too, Despite what is hap- you never have 10 course. Says Manmeet Vohra, Cola has hopes fans will lift their pening, they are giv- people all wearing head marketing, India and South created specially crafted mugs that ing it their all and are the same jersey Asia, Visa, “The campaign was its largest light up when decibel levels still at it.” Jigar Fernandes aligned with Visa’s role as an en- and “most hit a trigger mark. >Continued on Culture Machine abler of dreams, aspirations and adaptable” >Continued on Page 4 Page 4 “THE MARKETING PLAN IS OUR MOTORCYCLES” The customers should struggle RE’s Rudratej Singh on how he plans to turn the bike into a vehicle for marketing and storytelling to figure out udratej Singh, President, Royal the world and talks about a time relevant. Those are not known, ei- who follow us on our website and whether they Enfield joined the world’s oldest BY AMIT BAPNA | MUMBAI should keep and emotion, where the brand was ther in India, or in any part of the the launch event was broadcast the bikes in the R motorcycle company (in continu- at the heart of doing something world. Of course, we will sell the to our entire community. We try drawing room ous production) three years ago. Limited edition launch of fundamental, and reinforce its bikes but we will make sure that to make sure evocative stories or ride them This was after a longish stint of 18 years at a history-laden brand relevance even today. people who buy them feel and tru- are seen from the bike owner's Rudratej Singh Unilever, which has given him clear and often With Pegasus, we are creating a ly believe they are buying a piece side rather than from the President, contrarian views on the new-age marketing thousand story-telling vehicles. A work of engineering of history. They should struggle company’s side. Royal Enfield playbook. Some of it can be counter-intuitive. Pegasus is inspired by the leg- or a piece of history? to figure out whether they should For instance, launching the limited edition endary Flying Flea motorcycle Royal Enfield (RE) in India is an keep them in the drawing room or The Royal Enfield Playbook Pegasus motorcycles with the belief: “We are manufactured at Royal Enfield’s established brand, but it is early ride them. The industry believes in product- creating a thousand story-telling vehicles facility in the UK during World days in the other 50 markets led growth. We have said while with Classic 500 Pegasus.” Or the stance War 2. Conceived as a tribute to where we are present.