International Cricket Council’s (ICC) official grooming partner Himalaya Men has rolled out a six-film campaign to promote its #CheerInWhites initiative ahead of the World Test Championship final between India and New Zealand. The campaign is conceptualized by ChapterFive Brand Solutions and features Indian skipper Virat Kohli, Batsman Rishabh Pant, and Ishan Kishan.
Notably, Himalaya is Official Men’s Grooming Partner for ICC men’s events through 2022. This association covers the ICC World Test Championship Finals 2021, ICC Men’s T20 World Cup 2021, and ICC Men’s T20 World Cup 2022. The deal was announced earlier this year and is reported to be a three-year deal.
Ashwani Gandhi, general manager, consumer products division, The Himalaya Drug Company, said, “The new Himalaya Men campaign ‘cheer in whites’ is specially curated keeping in mind the safety and interest of cricket lovers. The innovative campaign aims at bringing the cricket enthusiast together virtually to support the Indian cricket team in the ICC World Test Championship Finals 2021. Also, offering the participating consumers a chance to win exciting prizes.”
The Cricketing action came to a sudden halt after IPL 2021 was postponed due to COVID-19. However, Indian cricket fans will finally get to see the Indian men’s team in action on Friday. The schedule and timing are all in favour of the Indian audience. The timing of the final also suits the Indian viewers since the match will air between 3 pm -10.30 pm. A significant part of the match falls in the evening prime-time slot when the TV viewership is at its peak.
Moreover, the first three days of the match will be played on Friday, Saturday, and Sunday. With this, the brands can advertise their products to a massive audience. The estimated value of a 10-second ad on Star Sports during the World Test Championship Final is around Rs 2.5 lakh, while spot buyers are forking out Rs 2.8 lakh per 10 seconds. ICC recently finalised broadcast deals for the final with the game being telecasted across 195 countries.