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From Wickets to Wallets: Brands score big in ICC World Cup 2023
Mumbai: In the midst of the ongoing ICC World Cup 2023, brands and advertising agencies have embarked on a strategic journey to secure a robust return on investment (ROI). This edition of the World Cup bears particular significance, as it comes after an extended hiatus of eleven years since the previous tournament. This prolonged interval has necessitated a reevaluation of marketing approaches, prompting brands to innovate and adapt their strategies to the evolving landscape of sports marketing. Through targeted campaigns, partnerships, and innovative activations, these entities aim to not only capture the attention of fervent cricket enthusiasts but also leave an indelible mark on the global stage. In this pursuit, their efforts are punctuated by insightful quotes and declarations that shed light on the underlying principles guiding their endeavours.
Here are some notable insights from brands and agencies at the heart of the ICC World Cup 2023.
Booking.com country manager, India, Sri Lanka, Maldives and Indonesia Santosh Kumar
Mega sporting events, such as the ICC Men’s Cricket World Cup 2023 an incredible sporting and cultural events, and an amazing opportunity to engage with our consumers. Since 2019, Booking.com has been the official accommodations partner for all ICC events including the ICC Men’s Cricket World Cup 2023 currently taking place in India. At Booking.com we have always believed it is essential to share our brand, deliver campaigns and forge partnerships that speak to our mission and values in highly relevant and timely ways with consumers. With more than 28 million reported listings in over 171,000 destinations worldwide, including destinations where ICC matches are taking place in India, Booking.com is committed to empowering travellers and cricket fans to book incredible places to stay throughout the tournament. Fans can make the most of their cricket-inspired travels, wherever that may take them – including rental cars, flights, great things to do and of course, unique places to stay of all kinds.
Booking.com has also launched a global campaign called ‘Howzat for your perfect stay’ featuring Rohit Sharma (India), Jos Buttler (England) and Glenn Maxwell (Australia).
1. This campaign showcases Booking.com’s commitment to making travel accessible, enjoyable, and full of surprises, aligning with the spontaneous and exciting nature of both sports and travel. It highlights the end-to-end ease and incredible choice of accommodations that Booking.com offers.
2. The TVC description for the Howzat for your Perfect Stay campaign which is being aired during the ICC Men’s Cricket World Cup 2023 is taking viewers through the journey of a family dreaming of their perfect holiday for their dream cricket stay. With surprise appearances by Rohit Sharma, Jos Buttler and Glenn Maxwell, it looks to show the fun and excitement of booking with Booking.com. It will also bring awareness to the Booking.com end-to-end ease of use and an incredible choice of accommodations.
3. The campaign would be showcased in-stadium, on the ground and social and digital channels, including TV, Disney+ Hotstar, Facebook, Instagram, Snapchat and more.
Booking.com additionally is doing a social media campaign ‘Booking race to the final’ to build excitement online. The campaign will challenge two influencer teams to a race to the final. The teams will race against time, and each other, to make it across India, to the final in Ahmedabad. They will use the Booking.com app to help them plan their journey (taxis, accommodations) and give away special prizes to viewers along their race to the final. We also have 1 big giveaway – Experience to the final going live this week (which consists of tickets to the final, accommodation, all expenses paid)
DRIM Global head of Asia Yulia Aslamova
Notably, several brands came up with various offers and discounts centred around the ICC World Cup to tap into the cricket-crazy nation’s passion for the game. The agencies also observed a significant increase in the number of orders delivered to brands on the CPA model of influencer marketing.
The brands focused on long-term partnerships with teams and players to build lasting associations, ensuring brand visibility beyond the tournament. Utilising digital platforms, they engaged fans through exclusive content, contests, and real-time updates. Sponsors also leveraged social issues and charitable initiatives to connect with audiences emotionally.
Additionally, creative advertising campaigns were designed to capture the excitement and passion associated with cricket. This multifaceted approach helped brands maintain brand recall and fan engagement over the extended interval, ultimately enhancing their ROI.
While the specific brands and their strategies can vary from tournament to tournament, some prominent examples include- Mobile App brands like ESPNcricinfo and Hotstar have developed popular cricket-themed apps that offer live scores, video highlights, and analysis, enhancing fan engagement. Similarly, online Streaming Platforms like Disney+ Hotstar have secured digital rights for broadcasting the tournament, providing subscription-based access and discounts to live matches.
Ideas Farm, head of client servicing Pooja Shah
I think almost every brand wants to associate with the World Cup in a small or big manner due to the sheer eyeballs that the cricket game garners. From signing cricketers and Bollywood celebrities as brand ambassadors to harnessing the pure emotion of the game via storytelling or a song anthem, brands deploy various strategies that work seamlessly for them.
Brands especially try and narrow down their engagement with audiences during an India match, which is when you have the attention of a much larger crowd that is ‘Indian’. A great example is the India-Pakistan match that happened over the weekend. We saw brands leveraging 2 core feelings – sportsmanship and the innate feeling of patriotism. Popular consumer brands like Swiggy and Zomato were seen with tongue-in-cheek comments on X and Instagram. The Make My Trip ad has polarised the netizens as coming across as a poor display of sportsmanship and it has elicited a response from its competitor brand. At the end of the World Cup, the strategy that has the best combination of heart and sportsmanship like the Star Sports 2015 ‘Mauka Mauka’ ad will stick and stand out.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
