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Cricketing legends v/s corporate honchos. It’s Super Sixes time. |
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VGC
created the sports property Supersixes
which is an
annual six-a-side corporate cricket challenge.
The
brand identity encapsulated the youth, energy and speed the
tournament wishes to be associated with.
It
integrated the sponsor’s logos and brought out the fact that the
tournament would definitely bowl the corporate world over, with
its unique blend of cricket, cricketing stars and six
overs game format.
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Ad
campaign |
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The campaign was inspired by the famous Wisden
Cricketers’ Almanack, a well known
cricket periodical with a distinctive look. As the tournament is
about fun, the lines were witty and emphasized the similarities
between cricket and corporate life, as well as informed about the
prize and celebrity cricketers who would play.
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Ad
campaign |
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In India, eunuchs or ‘chakas’
as they are called, are meant to remove jinxes and bad fortune and
restore good luck with their blessings. Incidentally,
chaka is also a word for hitting a win
or a six in cricket lingo. Combining the two meanings, VGC invited
the corporate world to compete in the Super Sixes cricket
tournament with the promise they would enjoy good fortune.
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Direct Mailer |
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The participation forms as well
as the invitation to cororates to take part in
Supersixes,
were thematically in sync with the campaign. |
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Trophy |
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The
grand scale and size of the Supersixes
tournament was captured by a golden trophy. The trophy featured a
ball hitting the stumps and conveyed the fast pace and energy of
the six overs game format. |
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The
starring team |
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For the final match, Mohammad Azharuddin,
Arvinda D’silva,
Vinod Kambli,
Romesh
Kaluwitharna and other international stars, teamed up with
the eight corporate quarter-finalists and brought the match to a
grand finale.
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