Detergent brand Ariel wants to make the team jersey a lucky charm as Indian support swells for the Cricket World Cup.
The #2011Dobara campaign calls on supporters of the national team to dig out the team colours from the last victory celebrations in 2011, using it as a lucky charm as the competition heats up.
The ad shows people celebrating in the 2011 jersey, covering it in stains linked to celebrating victory - gulaal and colours, food or partying all night. The idea is to show Ariel’s support of the team, while also highlighting its success as a product - in removing the stains that have been on the shirts since 2011.
A spokesperson from Ariel India said, “In a country where cricket is played in every other lane, Ariel’s #2011dobara creates nostalgia and takes the viewers back to 8 years ago when India lifted the World Cup! Fans are always passionate to add their bit to the cricket fervor with their beliefs, be it by sitting on the same spot for all important matches, or by wearing that lucky jersey!
The spokesperson added: "Binding the emotions and reliving the celebration of 2011, Ariel’s new campaign aims to bring the nation together through a common element and that is the lucky jersey, wearing which they witnessed and celebrated India’s win in 2011. Ariel encourages everyone to don their lucky jerseys match after match, and leave it on Ariel to keep it stain-free and clean! This way, the fans won’t run out of luck as they cheer and lead India towards victory. It’s time for #2011dobara.”
The ad, created by Leo Burnett South Asia, will be online-only and promoted during the sporting event.
Rajdeepak Das, managing director for India and chief creative officer, Leo Burnett, South Asia, said: “#2011Dobara for Ariel brings out the passion of every Indian cricket fan and highlights the culture and belief system that Indians have towards the game. We enthusiasts will do anything to help India win the 2019 World Cup, and one such thing that is common ground for all of us is our lucky jerseys, which won us the Cup in 2011. Banking on our HumanKind approach we used this lucky charm to narrate a story around the product, that resonates with the fans.”