Delhi-based TBWA/Anthem won the account last December and has created an intriguing and colourful campaign around the idea of rumours. Playing on the BBC's established reputation as a reliable and accurate news provider, the main message running throughout the three-week campaign is "It's not true till it's on bbcnews.com/cricket".
Numerous executions will be rolled out from today Thursday, February 13. Headlines include "World Cup trophy stolen - cricketer suspected"; "Aluminium bats may be introduced"; "India-Pak match rescheduled for February 29" and "Wives to launch own World Cup".
The fully integrated campaign will encompass a range of media including traditional print and radio advertising, online promotion and hit-squads on locations in India's metros.
Sam Miller, the BBC's managing editor for South Asia, said the cricket campaign aims to create positive attitudes and active engagement with the BBC brand: "In no other country in the world does cricket command such fanatical zeal and dedication. We know that with our unique online site we have a product India is going to enjoy, and this advertising campaign should ensure they know about it."
Aimed at national supporters, sports fans and cricket lovers alike, brings up-to-date news, views and features plus a number of unique items, including audio and video replay clips, live dynamic scorecards for each match, and interactive cricket-based games -- 'Sticky Wicket' and 'Last Man Standing'.
Users can also ask trivia questions through Ask Bearders, pick up all important tips on how to improve their game through The Academy and follow the commentary and comments of some of the games' leading names in English, Hindi and Urdu.
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