The statue was receptive visitors from April 28 to May 2 and displayed the importance of the campaign idea on a plaque to form a unique experience and engagement touch point for people who pays their tribute to the legend additionally. Additionally, the brand has also unveiled a digital film supported through a 360-degree marketing plan spread across platforms like YouTube, Facebook, and Hotstar.
By crowning third umpires the #DoNothingLegend of cricket, the campaign celebrates these “true icons” – those that make the tiniest amount moves, but the foremost impactful ones. The umpire rightly fits into the philosophy as they’ll turn a match’s tide and make millions wait with bated breath “while they’re doing almost nothing”. Anil Viswanathan, vp – of promoting, Mondelez India, said, “Today IPL has become synonymous with cricket, and with #DoNothingLegend, we aim to shine a spotlight on the important legends, the game changers, who make historic decisions in these matches – the third umpire.
They hold the power to create or break a match, whilst silently seated in an exceedingly room, giving people the feeling that they are doing nothing in any respect. Cadbury 5 Star has always applauded the unimaginable results of doing nothing, and this campaign isn’t any exception. This one-of-a-kind activation including 360-degree efforts reiterates Cadbury 5 Star’s brand persona of being witty.
The campaign speaks during a language that best resonates with the youth, who remain major followers of the sport.” “IPL is core to our audience, however landing our message of ‘Do Nothing’ on such a high octane event was near impossible. This will be a wonderful example of finding the right targeting moment and coping with partners to leverage it. Every touchpoint are celebrating the Third Umpire moments with 5-Star,” said Shekhar Banerjee, chief client officer, Wavemaker India.
Sukesh Nayak, chief creative officer, Ogilvy India, added, “This IPL we aimed to work out a relevance the youth by further strengthening the ‘Do Nothing’ proposition by celebrating and turning the third umpire into an iconic symbol that claims, “Doing nothing is everything” which is how we became the first brand to make the Third Umpire a brand ambassador.” It also had a bank at Nariman Point (Mumbai) opposite the depository establishment of India (SBI) head office.