Cricket as we all know, is religiously followed by the people of our nation. Ardent fans of the sport eagerly seek for opportunities that would bring them closer to their favourite teams and players. However, last year due to the COVID-19 outbreak, major events including IPL were drastically impacted. Since JSW Group had initiated a partnership with Delhi Capitals team for the 13th edition of the Indian Premier League (IPL), the brand aimed at leveraging this association to their benefit.
They saw this as a humongous platform to get advertised on; so along with their digital marketing partner WATConsult, the globally awarded hybrid digital agency from the house of Dentsu International, the brand conceptualized a campaign using the hashtags – #EmbraceEveryColour and #JSWPaintsColourfulMoments.
With an objective to break the online clutter and gather positive attention, the brand exclusively designed a jersey for the team to wear during their match against Royal Challengers Bangalore, on 5th October 2020. Additionally, JSW Paints also came up with a “Cheer” contest for the team’s fans pan India to participate.
A deep dive into the campaign execution
The brand opened the campaign on 4th October with a contest teaser post. This garnered a lot of engagement from the fans as the curiosity began to build-up and they couldn’t wait for the contest to commence. They then changed their Twitter bio in collaboration with Delhi Capitals’ Twitter bio on 5th October.
A while later, JSW Paints replied to a tweet posted by Delhi Capitals to tease the jersey, which again attracted a lot of new eyeballs to the brand’s page.
Ultimately, the cricketers revealed the jersey in their stories. This redirected a lot of new followers to the brand’s page.
The final story that revealed the jersey was then featured by the brand on their Instagram stories. Once the jersey was revealed on the stories, it was then shared across the brand’s social media pages. The Jersey grid posted on Instagram helped the brand acquire a good amount of traction.
JSW Paints finally announced the contest an hour before the match. All the participants had to do was come up with innovative cheers for the team. And, the cheers came rushing in on Facebook, Twitter and Instagram.
JSW Paints started sharing match highlights all throughout the match and saw the fans do the same by adding more colourful cheers to the game. The match ended on a high note with Delhi Capitals taking the trophy. Talk about the perfect ending!
Winners were selected the next day and they received Delhi Capitals’ official jersey.
Impact of the campaign
With this campaign, JSW Paints unified all the cricket lovers across the nation while reaching their goal of garnering more love for the brand.
The overall campaign (jersey reveal + contest) garnered 3X more followers on the JSW Paints’ Instagram page and 2X more on their Twitter page.
It had a reach of over 205k and crossed 320k impressions, all in a day’s time. People started engaging not only with the IPL content but with the brand’s content too.