Cricket.com celebrates nature of cricket with “The Ever-Changing Game” campaign
Cricket.com, a one-of-its-kind cricket updates app, recently launched “The Ever-Changing Game” campaign showcasing the ever-evolving nature of the sport. The campaign consists of an audio-visual that exhibits India’s passion for the game and how has the sport been part of their lives right from gully cricket in childhood to T20 Leagues in adulthood and beyond.
Conceptualized by Ogilvy, the video shows India’s boundless fervour for the game and the variations in the way people played and enjoyed cricket over time. Capturing the true magic of the cricket in India, the video highlights the new change in following the sport through cricket. com as fans can experience cricket like never before.
The audio-visual begins with a group of kids waiting for a trolley to pass through the tracks at a corridor between salt farms. It further goes on to depict various aspects of cricket including boundaries, fandom, gentleman’s sports, ball, bat, worshipped Gods and so on. The narration further takes one through the journey of cricket over years. On the other hand, visuals take the viewer through transformation of sport from IPL to test cricket and gully cricket to a player being God for billions. The very well-crafted advertisement also appeals its audience to redefine the way cricket is followed by them.
Commenting on the occasion, Mr. Deepak Gullapalli, Founder & CEO, Head Digital Works said,“Cricket.com is the latest addition to our portfolio and we are very excited about it. In a country like ours where cricket is more of a religion than just a sport, our platform will provide the best-in-class analysis and updates of the sport. We are also very proud of our association with Ogilvy and the execution of our ‘The Ever-Changing Game’ campaign. With this, we aim to revolutionize the way cricket is followed in India.”
Mr. Kiran Anthony, Chief Creative Officer- South, Ogilvy said,“From 5-day-cricket to 5-hour-cricket, from 8 balls an over to 6 balls an over; cricket has been evolving ever since the game came into existence. The same applies for those who follow the game. From adjusting radio frequencies to adjusting TV antennas, from sms alerts to live video feeds, the way we consume cricket has also evolved. As Cricket.com is going to be the natural next step in cricket consumption, we came up with this film which portrayed a series of interesting instances of how cricket has evolved over these years.”
Cricket.com takes its user on a journey from ‘what is the score?’ to ‘what will be the score?’ keeping their favourite players in mind. The advanced statistical modelling and algorithms through machine learning enables the platformto show new narratives for cricketing conversations. These analytics are powered byCriclytics™, Head Digital Works’ advanced algorithm based data analytics platform to bring a whole new world of information to enjoy one’s game. Criclytics provides with interesting titbits pre-game, during a game and right after a match. Apart from Criclytics, the platform has a few other interesting features where users can watch a match in 5 visual images similar to Instagram Stories, get quick bytes on live text commentary, and a visual representation of where a boundary shot was played & where it went in the ground.