Cricket in India is more than just a sport—it’s an emotion shared across tea stalls, living rooms, and local playgrounds. Tapping into this passion, Britannia 5050 has brought back its popular campaign with Season 2 of 5050 4th Umpire, now hosted on a new digital platform 5050Cricket.in.
Conceptualised by creative agency Schbang, the campaign builds on India’s love for cricket by giving fans the chance to step into the shoes of an umpire. Viewers can watch unique cricket scenarios and predict what happens next. Correct predictions unlock a host of rewards including match tickets, cashback, and more.
The newly released TV commercials showcase ordinary Indians making umpiring decisions in quirky settings such as train compartments or kite-flying contests—underscoring the idea that “Ab India Mein Har Koi Banega Umpire.”
“Cricket has always been an emotion in India, and every fan has an opinion, a prediction, a point of view. With Britannia 5050 4th Umpire, we’re giving fans the chance to be an umpire, asking them to predict the outcome of unique match situations. It’s our way of recognising the expert in every Indian and giving them a fun, interactive way to engage with the game they love. For us, it’s about creating moments of connection, joy, and playfulness that resonate long after the snack break is over,” said Siddharth Gupta, General Manager, Marketing, Britannia.
Umma Saini, CCO, Schbang, added: “Anything can happen during the peak T20 season and while watching the match, we are all umpires! As are we often in life as people. We are quite engaged as a community and that’s part of our beauty. We brought a human insight, our love for cricket and the brand’s positioning, together with the digital insight of initiating second screen engagement during this cricket season - to bring alive the Britannia 5050 4th Umpire Digital Game and campaign. A Kite or a catch, ab India me har koi banega umpire.”
How to Play:
- Scan a Britannia 5050 snack pack
- Watch the match scenarios and make your call
- Win match passes, cashback and more*
So, grab a pack, back your instincts, and get ready to make the call—because with Britannia 5050, every fan gets to be the 4th Umpire.
