ICL’S Mega Marketing Blitz

ICL is all geared to take the nation by storm with their mega marketing blitz. The Rs 500 million marketing campaign revolves around the theme ’Cricket hai meri life.’

The Indian Cricket League’s latest mega marketing blitzkrieg stated, “not for money, not for glory but because they cannot imagine living any other way…Cricket Hai Meri Life”. The campaign featuring the ICL India players, spans over seven Indian team cities - Mumbai, Delhi, Chandigarh, Ahmedabad, Chennai, Hyderabad and Kolkata. ‘Cricket hai meri life’ went on air on September 12 across all Zee channels and subsequently on September 15 on all major channels.

Speaking on the occasion, Vice President, Marketing and Operations, ICL Shariq Patel said, “Most of our domestic players have struggled to come this far, and I am not talking in purely cricketing terms. They have made many sacrifices along the way; if someone missed his sister’s wedding then another had to walk 20 kilometers everyday to practice. They could not belong anywhere because in their hearts they had given themselves to cricket. It takes a lot of inner strength to go on like that, especially when there are no accolades, no recognition and above all no India cap. Still the determination and dedication towards their game has made them Indian Cricket League heroes. Cricket became their love, entertainment, family, passion or, in their words, ‘Cricket Hai Meri Life’. That was how the germ of the idea behind this campaign was born.”

“Our brief was very simple - ICL being the pioneering Twenty-20 cricket league, standards across the world are now being set according to Indian standard. The approaching ICL grand tournament is going to set higher standards in batting, bowling and fielding. Therefore to creatively encapsulate the entire drive and effort of the players was made a part of the ad campaign. What you will see in the ads is not any glamorous face, not a hot body, not a celebrity; but honest, dedicated, real cricketers. Ali Murtuza braved ostracism from within his own family, Amit Uniyal practiced on, even after his friends left to entertain themselves. But these guys did it, hats off to them. And when you have guys like these, who would want to cast models to play them?” effuses K.S.Chakrabarty, Creative Director, FCB ULKA, ICL’s creative agency.

The marketing campaign depicts the real life stories of ICL India captain-R. Satish, ICL India wicketkeeper/batsman-Ibrahim Khaleel, ICL India spinner-Ali Murtuza and ICL India pacer-Amit Uniyal, amongst others. The advertisement films have been produced by Big Picture Company and directed by Sabal Shekhawat (of John Players and Pepsi fame). Along with the huge carpet television thrust, the campaign will comprise of extensive OOHs, Print advertising, Radio announcements, Internet blogging and Mobile announcements.