Feature: MTV Beats puts creative foot forward with World Cup Campaign

With a reach of 70 million via social media platforms, Blood Mein Hai Blue and #CricketMeinHaiBeat - MTV Beats World Cup Campaign attempted to resonate with cricket fans and celebrate the Indian team.

Blood Mein Hai Blue is a World Cup-themed song by MTV Beats where the brand intended to set a tune for cricket fans across the spectrum, redefine the spirit with which the nation worships cricket and urge them to cheer and shower support for the Men in Blue. It was coupled with #CricketMeinHaiBeat as a means to integrate cricket with the brand as a part of MTV Beats World Cup Campaign.

"The idea was to aggressively reach out to the viewers through the mediums of television and social media," says Navin Shenoy, Head Marketing - Youth, Music & English Entertainment, Viacom18. He tells us about an interactive app created by MTV Beats — Cricket Mein Hai Beat. It converted each run-over-inning into a music beat. Over 3.5 lakh fans tuned in to the platform to hear live musical match updates.

MTV Beats World Cup Campaign

Trending content

Further, the channel created various memes for their social media platforms, reflecting the moods during the match and participating in online conversations in real-time. It helped them create trending content.

Also Read: #CWC19: Comparative analysis of World Cup principal sponsors on social media

Celebrity glitter

"B-Town celebrities like Ranveer Singh, Alia Bhat, Shahid Kapoor, Kiara Advani, Ajay Devgun, Tabu, Riteish Deshmukh and Vidyut Jamwal cheered on the #BloodMeinHaiBlue anthem tagline on our channels," says Shenoy.

The creative process

Shenoy tells is that the brief to the creative team was to create an anthem that reflects the collective sentiment of a nation to see Team India lifting the cup. The focus was on keeping the anthem short and chant-worthy with minimal modifications. It was composed by Alan and Kevin and sung by budding singer Shan-Hisar, (Prashant Khairwal).

"With the reach of 35mn just via our social platforms and the fact that numerous fans created their own renditions of the anthem on TikTok, we can successfully claim that we achieved what we were aspiring for with this campaign," concludes Shenoy.