Crime Today News
It’s the season of Holi, and IPL is not far behind. While the premier T20 tournament kicked off on March 22, brands are scrambling to use cricketers in their campaigns to leverage the two-month-long cricket extravaganza. Brands have used cricketers in multifarious ways.
The second Dream 11 ad takes off from the first, which saw a confrontation between Aamir Khan and Ranbir Kapoor, after the former mistakenly calls the latter Ranbir Singh. The ad featured several top cricketers, from Rohit Sharma to Hardik Pandya, Jasprit Bumrah, Rishabh Pant and R Ashwin, apart from another actor Jackie Shroff. It definitely made for a blockbuster ad with so many stars in it. The sequel has Aamir putting Ranbir through a rapid-fire question round, where all the answers have a ‘Singh’ in them: Dara Singh, Milkha Singh, et al; when Aamir pops the trick question, Ranbir muffs up and gives out his own name as ‘Ranbir Singh’! Of course, he’s a Kapoor, and whines about how he’s been tricked. The Khan-Singh capers will spice up the cricket season for sure.
Electric ad: Dhoni returns
Here’s another ad for a brand in which a cricketer has invested and also models for it. EMotorad, an electric bicycle brand in which former captain MS Dhoni is an investor, has unveiled a new ad film featuring the cricket icon and film-maker Sandeep Reddy Vanga in his first-ever on-screen appearance. Written and produced by creative agency One Hand Clap, the campaign builds on last year’s viral success, where Dhoni captivated audiences with his rendition of the song ‘Bole jo koyal’. Combining Dhoni’s star power with Vanga’s intensity, EMotorad’s witty ad blends action and light humour. The duo’s dynamic chemistry keeps viewers engaged while subtly showcasing the brand’s electric bicycles. Will the ad sizzle for the electric bicycle too?
Twists and turns
It’s Dhoni yet again! This time in Eurogrip Tyres’ new campaign ahead of the IPL, bringing together Dhoni’s passion for riding and Eurogrip’s tyre technology. The campaign theme — ‘enjoy every turn’ — is derived from the insight that, in the journey of life, every turn is full of possibilities, so take them on with confidence. The brand film is woven around a question that’s on top of every cricket lover’s mind: “What’s next for Dhoni?” The narrative takes viewers along on a scenic journey, showing Dhoni enjoying all the turns that the road… and life… throws at him. Dhoni is shown astride a powerful bike, riding through sylvan Goa, taking unexpected turns, going where he wills, waving to kids, giving lifts to people, passing through a parade, enjoying his biking. And, an endorsement of Eurogrip’s superbike tyres as well.
Tangy colours of Holi
PepsiCo’s Mirinda rolled out a vibrant new campaign film for Holi. The ad sought to highlight how Mirinda transforms everyday moments, infusing them with laughter, and a refreshing twist of fun. The film captures a light-hearted exchange between a son and his mother, where Mirinda sparks an unexpected shift in mood. What starts as a seemingly serious moment quickly transforms into one filled with laughter. Situations where spiteful things are said with a ‘black tongue’ can easily become sweet with a swig of Mirinda — that’s the essence of the film. Orange tongue moments, anyone?
Hitting a sweet spot between Hindi and Tamil
At a time when the Tamil Nadu government and the Centre have been locking horns over “language imposition”, Cadbury Dairy Milk has come up with a ‘sweet’ ad campaign that takes the sting out of the slugfest. A Mrs Iyer from Chennai is introduced to a group of women chattering away in Hindi on charpoys on a cold winter day somewhere in north India. She admits she knows only a bit of Hindi. Another lady makes an attempt to talk in English so Mrs Iyer can understand, saying her English is ‘thoda thoda’ while handing her a slab of Dairy Milk. Mrs Iyer, in turn, breaks off a piece and gives it to her with the words, ‘thoda thoda, but very sweet’… The ice is broken and all the women collapse in a giggling heap! Now, if only real-life situations can be defused so easily.
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