Celebrating the game of cricket which is almost synonymous to the religion of India, Greenply Industries Limited (Greenply), India's largest interior infrastructure brand commanding a 26% market share in the organised plywood market of India has launched a unique digital campaign #MyMatchSpot, to engage with the cricket enthusiasts of India and understand their favourite spot while watching a ICC World Cup 2019 match. The Campaign aims at highlighting the significance the game of cricket plays in the lives of many Indians which drives them to follow certain rituals such as wearing the same jersey every time India is bowling or sitting in a specific position while one's cricket hero bats or bowls. The digital engagement activity talks about #MyMatchSpot experiences and pre-match rituals, asking the audience to share their favourite match spot pictures, their superstitions and compelling habits while cheering for the men in blue. The Campaign videos showcases furniture those remain as constant through many cricket World Cups at Indian households' and continues to be the favourite spot while viewing a match, also hinting at the durability quotient of such furniture.
The campaign film opens with Sharma Ji watching a game and pulling his armchair to a particular spot for the match while in another household it is seen that Chintu, a teenager is undisturbed despite his mother's continuous yelling and refuses to get up from his spot until the match ends. The campaign film also has a sequence where one Rajesh moves from his favourite match spot and pays a price of losing a vital wicket at an important juncture of an Indian innings.
Mr. Sanidhya Mittal, Executive Director, Greenply Industries Limited commented, "We have taken our enthusiasm in cricket to a whole new level. Match viewing from a particular spot each time over the years and during this World Cup too is a serious affair so to say for us, the lovers of the Game. I can recollect numerous such instances, when I have personally fought with my near and dear ones to secure #MyMatchSpot."
Rationale behind the campaign:
When it comes to watching of any sporting event or an activity, we all have our favourite place which becomes a constant during the match days. Be it the chair at the corner of the room, or the stool beside the bed or the middle seat of the sofa, we have a story regarding our seats. Now Cricket being the flavour of the season with India taking on the mighty global teams at the ICC World Cup 2019, it is imperative that the excitement would be high and the entire country would be cheering the men in blue to bring back the Cup once again. On this occasion, Greenply is engaging with the people asking for their favourite spots at home while they enjoy the game of cricket.
The film has been conceptualized by Digitale, Kolkata, and Mr. Mrinal Lunia, Director, Digitale said, "We understand the sentiment that Indian fans share for cricket, the #MyMatchSpot campaign is our way of giving the fans something that they all relate to".
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