MAM
Affle, Samsung launch ‘Cricket Hub’ ad campaign on the net
NEW DELHI: Cashing in on the IPL fever beginning to grip the country, the leading Asian mobile media company Affle has tied up with Samsung Mobile to launch ‘The Cricket Hub’ – a mobile marketing campaign for Samsung’s new Omnia W phone.
As part of this campaign, Affle has created a branded mobile cricket destination (m.thecrickethub.com) on which cricket fans can access unprecedented and unique cricket content delivered within an innovative Samsung Omnia W Windows Phone experience.
The content is being created exclusively by Affle and its partners and includes various off-the-field facts, trivia, news bites, live score and exciting contests.
The user experience is designed such that users when accessing ‘The Cricket Hub’ will experience it in Samsung Windows interface highlighting key product features of the Windows style design, which includes User Interface being built on the “Live Tiles” concept.
Affle regional director, business development Sankalp Mehrotra said: “With the launch of The Cricket Hub, we are confident of creating, nurturing and sustaining an interesting platform for all cricket fans by offering them an inside view of an exciting off-the-field cricket action. What’s even more interesting is that through this launch we have ushered into an era of creating custom branded content properties for top advertisers on the mobile platform. Given the significant growth happening for mobile content consumption, we expect a lot more advertisers to leverage the branded content route to build consumer engagement going forward.”
The Cricket Hub will customise content delivery to highlight key product features. The integration of concepts like “Spotlight”, “My Hub”, “Avatar Stories”, “Live Score”, “Leadboard” and blending of the Windows experience with sticky content are some of the salient features of the platform, which will encourage users to engage with the brand in a simulated environment.
Samsung India vice president Asim Warsi said, “Mobile has become a key medium of consumption for consumers to meet their information and entertainment needs, hence it is an important platform for us to engage with them using this platform. We saw Cricket Hub as an appropriate medium to give our unique Window’s Phone experience and exciting cricket content on the user’s mobile. “
MAM
Bold Care launches ‘Protect What’s Precious’ campaign with Samay Raina
Humour-led IPL-themed drive aims to spark conversations on men’s intimate wellness.
MUMBAI: Bold Care has decided to play a straight bat this IPL season except this time, the message is all about protecting what’s precious. India’s leading men’s sexual health and wellness brand has rolled out its latest campaign, ‘Protect What’s Precious’, in collaboration with popular comedian Samay Raina. Timed with the ongoing IPL season, the campaign cleverly uses humour and cricketing lingo to make conversations around men’s intimate wellness more approachable and engaging.
Executed as a social media carousel on Samay Raina’s Instagram handle, the campaign taps into the massive reach of the IPL, one of India’s biggest entertainment spectacles. It draws on cricket terminology with witty lines such as “Take wickets, not chances” and “Howazzat for staying safe?” to deliver its message in a fun, contextual way that feels native to how audiences consume content during the tournament.
The campaign builds on Bold Care’s track record of leveraging high-attention cultural moments with humour-led storytelling. This marks yet another collaboration between Bold Care and Samay Raina, reinforcing a creative partnership that has consistently delivered relatable, conversation-starting campaigns.
Bold Care, co-founder and CEO Rajat Jadhav said the campaign was designed to feel natural to the IPL moment. “With ‘Protect What’s Precious’, we wanted to leverage the IPL to start conversations in a way that feels natural to the moment,” he noted. “Our continued collaboration with Samay Raina allows us to do this in a voice that audiences connect with, helping us reach a wider audience without losing the intent behind the message.”
By aligning with the scale and entertainment value of the IPL, Bold Care aims to engage a significantly wider and more diverse audience while continuing to challenge outdated perceptions and normalise discussions around men’s intimate wellness.
In a season full of boundaries and sixes, Bold Care is reminding everyone that the smartest play is always to protect what matters most and doing it with a healthy dose of laughter.
