#CWC2019: Syska Group augments brand communication with #EkHiDhun

Leveraging on the craze around ICC World Cup and cricket, Syska World Cup Campaign is a theme song to promote their audio products

Composed by Teenu Arora & Schbang, Syska World Cup Campaign, titled, #EkHiDhun is an attempt by the brand to create a brand image that resonates with the celebratory spirit for cricket in the country. It is a part of their campaign, 'Sound of Celebration' that drives home the message of how cricket is a sport that's born in the gullies and is an integral part of India's social fabric. The song takes a look at the journey of Indian cricket players from gullies to the cricket ground at Lords.

Explaining the timing of the campaign, Nirav Shah, Digital Marketing Head, Syska Group says, "Cricket is one of the most celebrated sports in this country and it's natural that most brands would want to capitalise on it," adding that while other brands tried to talk about their product lines, Syska picked on the nostalgia around the game.

"We have seen a fairly good response considering that quite a few brands have launched their campaigns at the same time, some with mighty celebratory power," he adds. Shah feels that Syska managed to hit the right notes as the team has noticed college students and other sharing the song video and dancing to the hook steps shown.

Also Read: #CWC19: Are brands reluctant to experiment with their ICC World Cup marketing strategy?

Creation process

"When we conceptualised this campaign, the objective was clear that we need to bring our community together via the medium of music," says Akshay Gurnani, Co-founder-CEO, Schbang, adding that the Syska World Cup Campaign was amplified with the help of prominent dancers and college students.

Shah tells us that the final piece didn't move much from the initial thought process and feels that the teams were able to execute well. "Our idea of Sound of Celebration was to celebrate the various festivals and moments that impact India at large," he says, adding that the world cup was the best place to start.

Digital Presence

He further tells us that the campaign wasn't created from the RoI expectation, rather the intention was to augment Syska Accessories as a niche category. "Syska is well known in the LED segment. Through this campaign, brand augmentation was our core focus," he tells us.

The song was marketed on digital platforms via social media channels — Facebook, Twitter, Instagram, and YouTube. In addition to sharing important moments of the match, Syska has been actively sharing #Throwback cricket facts to keep the engagement going.

Syska ran two interesting contests online as a part of the Syska World Cup Campaign, one where they asked fans to cheer for the Indian cricket team to win the ICC World Cup matches and in the other, fans participated in karaoke with Syska. In both cases, they got responses via tweet as well as in comments of the Facebook posts.

Additionally, the brand has been attempting to keep the engagement alive with commentary on India matches and general cricket trivia.

Further, the brand had also partnered with syndicate networks for the song to be published across. There are plans to launch ringtones and other assets as well. Shah says, "The song has been promoted by celebrity choreographer Melvin Louis and cricketer Ajinkya Rahane, among others."