Cricket is a religion in India, and our client has always been associated with it. But after the IPL 2013, a few players were found involved in match fixing. The brand got a negative social feedback for that. So we thought, we cant stop people from talking but we can surely change the conversations.
Right after IPL the brand was associated with The Champions Trophy or the Mini World Cup, in London. We invited all the fans and only the fans of cricket who have helped make cricket more than a game. We asked them a simple question "tell us your champion moment in cricket" and once they did, they got to walk on the road we put on Google map right from New Delhi to London, we were surprised that there is already one.
#Road2Champions trended nationally for 3 days and registered over 30 million impressions. Users generated over 25000 posts showing their love for the game. More than 14000 fans showed their undying love for the game across facebook, twitter and instagram
Role: Creative Direction, Copywriting, Art Direction