Cricket is like a religion in India, and Dish TV was offering agreat scheme for the die-hard cricket fans. So what better way to connect withthem than through Cricket itself?
We identified cricketing terms and phrases commonly usedduring live commentary that also had a literal, non-cricket meaning. Wecrafted real-life situations that were clever puns/jokes around these literalmeanings. The ‘cricketing terms’ served as an answer/summation to thesesituations. This ensured that the spots were not just entertaining but alsoconnected very strongly both to the audience as well as the product offer.