TVC: Boost World Cup Anthem–Hey Champion, Stay Champion!
By Malay Desai From: JWT & Mindshare About a month before the Cricket World Cup where India goes as defending Champion, energy drink Boost unveiled an anthem to cheer the team and their two ambassadors, MS Dhoni and Virat Kohli. Composed, written by and starring Tamil music star GV Prakash, the song features a young team preparing for an inter-zonal championship. The visuals of the boys practicing at various locations are interspersed by studio shots of Dhoni and Kohli as well as Prakashsinging, all with sub-titles. Toward the end, as the team takes the field in a final, the Indian players are shown walking out to bat in a packed stadium. Do we Like? Dear GSK (and JWT), First of all, this is nothing personal, as you might think as I’d also written about misleading claims of energy drinks in a cover story this month. With three weeks to go for the World Cup 2015, your anthemevokes the excitement close to what I feel when last man Ishantis batting with 100 runs to win. Wait, I don't have a problem with anthems, many from Shakira to Shankar (Mahadevan) have indulged us in them before iconic sporting events, and some brands have made them without World Cups too. I liked how Micromaxconnected I-Day last year with its Hindi-friendlyhandset… and how even Vicks, a brand nobody would ever dream of creating an anthem, did a fine job in 2012by crowdsourcing sounds and roping in RanjitBarot. I hate to break the news that your anthem, peppy as it may sound if force-fed, had perfect timing if this were World Cup 2007. Unfortunately, just a mundane song doesn't cut it for me, the cricket fan, especially when it sounds like the result of a brief which may have sounded like: ‘Yo boys, let’s do that Kolaveri di style, complete with Tam-lishlyrics and a Dhanush-like character and mix in passionate visuals of our heroes and common boys.’It tried to ride the success of a song which was a) an accidental viral video and b) released in 2011. Maybe your creative guys from 2012 quit and you aren’t in touch, but they’d done a ‘Sachin anthem’ with Dhanush himself,which was slightly more hummable than this but got forgotten once the social media promotions expired. Are you having as bad a run in this department as your ambassador Dhoni’s in tests? If yes, emulate him - retire from the format! Finally, as I made it to the end ’coz I had to write this,some remarks –the orange skies in most frames,the lazy dances and overall ‘college assignment’ quality of this anthem make it hard to believe you’re an ‘energy’ drink. Here’s hoping Dhoni and Kohli don't watched it before the Cup, for their self-esteem is of national importance. (If you must watcht his film, feed this link into your browser:‘http://bit.ly/Jan27ad’) Social Newsfeed Your regular dose on the shifts in the social media universe Twitter acquires Bangalore’s ZipDial It’s a first-ever acquisition in India which has probably fuelled inspirations of many start-ups of the Garden City. Last Tuesday, Twitter announced its agreement to acquire ZipDial, its product partner which boasts of already having engaged 60 million users through India’s new favourite activity – the missed call. Once the tier-II/III resident does that, he receives content through voice, SMS or an app notification. This is a big deal because Zipdial has in its kitty a massive chunk of folks who are not always connected to data or wi-fi. It has amplified many Bollywood promotions and continues to supply cricket scores, audio clips, tweets from celebs and more. ‘Billions of people will come online for the first time in… Brazil, India and Indonesia… their first online experience will be on a mobile device,” Twitter’s VP Product said. Welcome to Bengaluru, little bird! JustDial likes this Of Kejri, Bedi and Twitter Twitter has again been a hotbed of political buzz with the upcoming elections in Delhi, and with both contenders, AAP’s @arvindkejriwaland BJP’s wild card @thekiranbedinot shying to use the platform to air their views, things look heated up with both camps. The former cop has a lot to delete from her archives though, as her past tweets insinuating BJP/Modi and praising Anna/Kejriwal are flying all over with sniggers. Things got more interesting when ABP News TV invited both to a televised debate, to whichKejriagreed immediately while Bedioffered a defensive push stating this was no time for debates. #Reallynow? I am sticking to my support for AAP, and loving the relentless digs taken by fellow AAP sympathisersone @drunkvinodmehta and@vishaldadlani while the other side’s boxing back via @0mar_abdullah (parody) and @coolfunnytshirt.Bang-bang! Kumar Vishwas likes this Tweet-side view of the #AusOpen We witnessed some stunning work on Twitter-land by the organisers of the London Olympics and Twitter itself during the FIFA World Cup, but if you must study how an annual sporting event just keeps getting better in terms of fan engagement, follow the @australianopen. Backed by possibly a large digital team that integrates all social channels with its website, the #AusOpenguys are putting together a 360-degree experience as you read this. There are ‘sentiment’ analyses for tweets, a social leaderboard, a fan centre with details to charm the tennis fanatic as also events involving exclusive interactions with players. That the top seeds are themselves tweet-geeks is adding to the whole experience. Lap it up! @rogerfederer likes this
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