CRICKET ON A LAKE by Publicis iStrat Gurgaon for Natural Heritage First

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CRICKET ON A LAKE

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Industry Public awareness, Charities, Foundations, Volunteers
Media Promo & PR
Market India
Agency Publicis iStrat Gurgaon
Creative Group Head Amitav Misra
Art Director Nitesh Sah
Released April 2009

Credits & Description

Category: Event and Field Marketing
Advertiser: NATURAL HERITAGE FIRST
Product/Service: NON-GOVERNMENT ORGANISATION
Agency: PUBLICIS COMMUNICATIONS
Date of First Appearance: Apr 5 2009 12:00AM
Entrant Company: PUBLICIS COMMUNICATIONS, Gurgaon, INDIA
National Creative Director: Emmanuel Upputuru (Publicis India)
Copywriter/Creative Director: Vishal Chemjong (Publicis India)
Art Director/Creative Director: Lobsang Wangchen (Publicis)
Art Director: Nitesh Sah (Publicis India)
Creative Group Head: Amitav Misra (Publicis India)
Media placement: Outdoor Event - Live Event - 5th April 2009

Describe the objective of the promotion.
Badkhal Lake, a 2 billion year old natural heritage has vanished. Mindless mining and unchecked urbanisation has bled it dry. The locals who used the lake for fishing, irrigation and tourism income, feel cheated out of their livelihood. The government has, so far, turned a blind eye. The objective was to get the authorities attention on this impending ecological disaster and make them undo the damage.

Describe how the promotion developed from concept to implementation
We organised a cricket tournament to be held right in the middle of the dried up lake. We called it the 'BADKHAL LAKE CRICKET CHALLENGE'. The World’s First Cricket Tournament to be held on a lake. We started by inviting teams and clubs to participate in the tournament. The response was overwhelming. We then used posters, banners, hoardings, flyers, newspaper inserts, SMS, email and networking sites to invite people to attend this unique event. Subsequently we sent out invites to the media to attend and cover the event.

Describe the success of the promotion with both client and consumer including some quantifiable results
The tournament and the subsequent events caught the imagination of the public as well as the media. The Dry Lake issue soon became a hot topic for discussion. Mining became a crucial debate. When in late 2009 the government issued tenders for fresh mining, there was not a single taker. The State's Chief Minister has now promised to revive the lake by the end of 2010.

Explain why the method of promotion was most relevant to the product or service

In India, nothing gets people’s attention like Cricket does. Matches invariably draw huge crowds and generate a lot of excitement in the community. We decided to use this insight to our advantage. By playing cricket on a dried up lake, we would also be able to send out a strong message in a simple yet succinct manner.