Google app launches advertisements to promote cricket features
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Mumbai: In time for the cricket season, Google India has launched two advertisements to tell consumers about their new cricket search feature on the Google app.
The season, which has kicked off with the much anticipated ICC T20 World Cup, has been a good opportunity for Google to unveil its new campaign, created by Lowe Lintas, Delhi. The Google app will now offer several features such as score updates to match schedules in English and Hindi, offering consumers ample information on all the games. The new search experience also includes news articles related to games, teams and players, as well as score boxes with in-depth game stats. Not to forget game trivia and even buying cricket gear.
“Being away from the action can be frustrating, but from today you’ll never have to miss another moment with the launch of new cricket experiences on the Google app,” said Sapna Chadha, head of marketing, Google India.
The campaign which was launched late on Wednesday, features two advertisements which will be aired during the T20 Cricket World Cup and also IPL 2016, and will span essential online and offline mediums.
The first advertisement will strike a chord with every cricket obsessed fan. It opens at the checkout counter of the grocery store. A woman places two apples at the counter and is waiting for the bill, to which the cashier says 120 for 2. The woman looks aghast, and is ready to choke when her husband bowls another googly and says “Only 120? I thought it would be at least 150” the numbers keep rising as the conversation ping pongs between the two men. Another customer behind them, pipes in to say, “it’s best when it’s 220”. The woman looks at the apples closely, and even smells them as she wonders what all the fuss is about. All the while wondering why two apples should cost the earth. Just then the cashier, holds up his phone and says 120 for 3. She realizes they are discussing the cricket score, and makes a quick recovery as she says “they will be able to pull it off, it’s a batting pitch.”
The second film shows a son’s effort being ruined when his hand-painted jersey gets washed out due to rain. This is when Google comes in to the father’s rescue and gives him multiple options to get a jersey for his son for the upcoming match.
The campaign plays on the premise that with cricket on their mind all the time, people keep obsessing about the sport no matter what they are doing. Be it in office or driving or shopping, people are always curious about the cricket score. Driving home the point that Google App’s new cricket update feature, will help them stay updated.
“Die-hard fans of cricket will stop at nothing to get the updates on scores or any information related to cricket. This element has been captured beautifully through the two films that goes on to show that no matter what you cannot take cricket out of a fan, and it’s only through relevant and timely information that you can go one-up with them,” said, Arun Iyer, chief creative officer, Lowe Lintas.