Cricket is a game that evokes emotions, brings the unlikeliest people together and even tears them apart with its competitive spirit. Understanding the nation’s pulse and giving them another chance to watch their favorite legends battle it out on the field, COLORS Cineplex and VOOT gear up for Unacademy Road Safety Word Series.
Hearts will thump and cheers will reverberate the stadiums once again as the cricketing legends including master blaster Sachin Tendulkar, fearsome batsman Virender Sehwag, the pacer par excellence Brian Lara, lethal Aussie speedster Brett Lee, Sri Lankan star Tillakaratne Dilshan, and the exceptional fielder Jonty Rhodes will reignite rivalries and join forces to promote the cause of Road Safety through cricket.
The matches will be played in T20 format between India, Australia, Sri Lanka, West Indies, and South Africa starting from 7th March to 22nd March 2020 in Mumbai, Navi Mumbai, and Pune and will stream live on COLORS Cineplex, VOOT, and Jio. Road Safety World Series is an initiative by the Road Safety Cell of Maharashtra in association with the Professional Management Group (PMG).
To bring alive the essence of the sport and energize fans in the country, COLORS Cineplex has designed engaging content and network-wide promotions that have seen a playout of 25000+ promos on-air across 60 network and non-network channels including Hindi GEC, Hindi Movies, News, Music, Kids and Regional across India in 5 weeks. Bigg Boss grand finale episode saw a special integration featuring Mohammad Kaif and Harbhajan Singh wherein they interacted with host Salman Khan and the contestants inside the house.
A special integrated promo has been created with Nick India’s Brand Mascots – Motu Patlu to be aired across the channel. A Pan-India Outdoor campaign will be released during the period of the league at 300+ sites across Mumbai, greater Mumbai, Pune, ROM, and Delhi along with large format ads across key arterial roads of the country to maximize visibility. The league’s core message will be taken to the cinema halls across 3200+ single and multiplex screens through promos with the release of Baaghi 3.
A partnership with Radio Mirchi has been forged to increase local engagement and conversations around the league across 75 cities in the country. It will include 50000 promos along with content integration like RJ mentions, score updates and player interviews. During the matches, the brand mascot Teetar Mausi will interact with fans on the ground.
On the digital front, the channel is utilizing its Facebook, Instagram and Twitter pages by putting across promos, engaging posts on all Viacom18 assets. Curated content will be designed for Tik Tok talking about the biggest cricket faceoff that Road Safety World Series will offer. The next phase of this will see an upsurge in moment marketing – capturing player moments and leveraging it across social media, thereby propelling the fan engagement.
The key moments will include engaging with the players at their practice matches, interesting interactions at the dug-out area and dressing room, etc. A fantasy league is being introduced on VOOT, Jio and Colors Cineplex website wherein Contestants can create their own league teams and bet on players to win prizes. Play Along in Jio will allow the fans to predict the consequence of each ball, over, no. of sixes and boundaries and scores.
All the spectators coming to watch the match will stand a chance to capture the moment come and share the picture on their social media platforms. Furthermore, the COLORS Cineplex website is set to get a massive makeover as the channel readies to host a cricket series for the first time with movies. With a view of engaging with the fans, the site will be populated with a lot of player information along with interesting contests, games, and gratification.
Speaking about the league, Nina Elavia Jaipuria, Head, Hindi Mass Entertainment and Kids TV network, Viacom18 said, “Cricket as a sport binds people of our nation together and we are proud to bring Road Safety World Series ‘live’ for the audience on COLORS Cineplex, VOOT, and Jio. With this new annual property, we plan to add more depth to our HME portfolio and bring two of the country’s biggest obsessions; cricket and Bollywood together on one platform. The audience will get to not only watch their favorite cricket legends taking over the field once again but also experience wholesome entertainment through our special programming. We are also elated to celebrate the one-year milestone of COLORS Cineplex and delighted to take the message of road safety to millions of people through cricket.”
Presenting a perfect blend of nostalgia and unlimited entertainment, the series will host a fulfilled pre and post-match show – Super Over that will keep fans abreast of the behind-the-scenes updates, match analysis, in-depth players’ performances and more. While there will be lots of action on the field, the show will also keep the entertainment quotient high. Cyrus Broacha who is known for his exceptional comic timing will turn host for the show while the suave Television Presenter Karishma Kotak will anchor all the action on the field. The veteran cricketer and commentator, Sunil Gavaskar who is also taking on the role as the league’s commissioner will share his expertise and insights. The match predictions will get a comic twist with Suresh Menon impersonating different characters and performing gags.
Rohan Lavsi, Head, COLORS Cineplex, Viacom18, “The combination of cricket and Bollywood is undoubtedly a promising proposition. Along with getting a chance to watch the legends ‘Live’ on the field, we will take the game to the next level by adding the element of entertainment to it. A special pre and post-match show – Super Over will provide a detailed analysis of the match innings along with many entertaining acts.
The property opens new doors of opportunities for brand building and we are leaving no stone unturned to create an enhanced viewing experience for the fans. We have designed a marketing campaign with the core messaging Yeh Jung Hai Legendary that will resonate highly among committed cricket enthusiasts. Also, it will be a golden opportunity for youngsters, who have not seen these legends “Live” on the field, to come and experience their magic”
Ravi Gaikwad, RTO Chief of Thane (Konkan Range), who is also a senior member of the Road Safety Cell of Maharashtra and Chairman of the Trust, Shant Bharat Surakshit Bharat, said, “ Over 1.5 million accidents take place on Indian roads every year and about 1,214 every day. Road safety is a huge concern in our country and with Road Safety World Series we wish to bring about a social change and change people’s outlook towards road safety. Cricket has a wide reach and immense following in our country and will serve as an ideal platform to influence people and spread the message of road safety. We are happy for all the support extended by COLORS Cineplex, VOOT and Jio to take the league to the masses for the noble cause of Road Safety.”
In the past year, COLORS Cineplex clocked maximum viewership of 184 Mn making it one of India’s fastest-growing premium Hindi movie channels. Launched on 1st March 2019 the channel has been gaining viewership share steadily. The biggest premiere of Student of the Year -2 alone helped the channel to garner the maximum weekly sampling of 94 Mn. The channel-based its strategy on the combination of premieres and movie festivals to increase the viewership including Hum Honge Kamyab in association with Super 30, Bang Bang Festival in association with the movie Dabangg 3 and Loveria Festival in association with the movie Love Aaj Kal.
Apart from this, some of the top-rated movie festivals were Action Jadugars, Weapons of Mass Destruction, Cineplex Superhits – 10 Days 10 Hits along with 8 Weeks 8 Premieres featuring Hindi and South movies launched during IPL. Teetar Mausi, the channel’s character-driven bird mascot gained popularity as the Bollywood buff who entices the audience to watch the latest movies. In the near future, the channel will air big-ticket movies including Brahmastra, Dostana-2, Blind to name a few.
Road Safety World Series will go live on COLORS Cineplex, VOOT, and Jio at 7 pm while Super Over will air at 6 pm starting 7th March 2020