Dream11’s T20 World Cup campaign captures mothers’ support for team India
Mothers play a significant role in brand campaigns in India, but when it comes to cricket events, they are not usually the key players.That’s what we all think about cricket in India. However, the fantasy sports app Dream11 has changed this narrative in its latest advertisement campaign created for the T20 Cricket World Cup. The creative team has centered the entire advertising campaign around mothers and national cricket team players.
The fantasy sports app Dream11 has sparked the emotion of unity among Indian cricket fans with its latest campaign for the ongoing T20 World Cup. This unity and hope for a World Cup win come from the love and support of a mother.
The theme for this advertisement campaign is ‘Yeh Sabka Dream Hai,’ which shows that it’s everyone’s dream to see the Indian cricket team win the World Cup. One main TVC features Captain Rohit Sharma, Hardik Pandya, Ravindra Jadeja, and Rinku Singh, with a mother asking the team to be fully prepared and win the World Cup because her alpha generation son demands to see India win. Other players who are part of the campaign include Tilak Varma, Jasprit Bumrah, Yashasvi Jaiswal, and Washington Sundar.
It may seem unusual, but this creative campaign is performing well as it features almost every player from the current squad for the men in blue. The campaign is liked by netizens because it showcases a mother’s love in the form of ‘orders’ for a child, and the same approach is applied to the team players. Not only does it show another side of the players and trigger emotions around the mother-child relationship, but it also evokes nostalgia for kids, teenagers, and adults who once were kids. Holistically, Dream11 has touched the hearts of a wider audience with its campaign, which includes a series of videos.
The campaign was created by the creative agency DDB Mudra, according to Vikrant Mudaliar, Chief Marketing Officer of Dream Sports (the parent company of Dream11). Actress Ayesha Raza plays the character of the mother in all the video advertisements under this campaign. In addition to these TVCs, Dream11 has planned a series of short films to be released soon, which will follow the same theme as this campaign. According to Dream Sports, there will be three short films released on different platforms, including Star Sports and digital platforms such as Disney+ Hotstar.
The CMO of Dream Sports explained, “Cricket is love for everyone in India, and it is one of the things that unite the whole nation. The theme of the campaign ‘Ye Sabka Dream Hai’ is perfect for the campaign and its core message. Alongside this, the mother’s love and the values that she teaches her kids are the key emotions that we have tried to trigger with this campaign and its performance.”
There are a total of four videos launched under this campaign. One is an introductory video that delivers the whole message, while the other videos are follow-up videos. The videos depict all the things that an Indian mother expects from her children, treating the team players as if they were her kids. In one video, the mother’s character is insisting that every player have the same old-school Indian hairstyle. The core message in this video from the mother is “Ek se dikhoge toh best kheloge” (metaphorically), which conveys the idea of unity among the players with the mother’s love.
Another video is showing the mother forcing the players to play with only one bat throughout the tournament conveying the message “One Team = One Bat”. The other video has Rohit Sharma and Jasprit Bumrah forced by the mother to accomplish daily chores of Indian mother’s for the sake of practicing focus for the world cup.
Another video shows the mother insisting that the players use only one bat throughout the tournament, conveying the message “One Team = One Bat.” In another video, Rohit Sharma and Jasprit Bumrah are compelled by the mother to accomplish daily chores, which she believes will help them practice focus for the World Cup.
The players featured in this campaign have shared the videos on their social media handles as part of the marketing strategy. Jasprit Bumrah and other players have been seen sharing videos from Dream11’s new campaign.
