Lavian confectionery to sponsor World Cricket Championship 2

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Confectionery company Lavian has picked up sponsorship of in-game visibility assets with the cricket game World Cricket Championship 2.

The company and its agency looked at the opportunity from a different lens. It was decided to reach the same audience that brands spend crores to reach via TV, at a fraction of the cost. This audience is busy with cricket; watching it, following it and more importantly for the game, they are even playing it on their phones on World Cricket Championship 2.

Prayagh Nutri Products executive director Vinod Lalwani said, “With the WCC2 partnership, we have discovered a smart and super-efficient way to be part of the cricket narrative in India. This is a good way for us to start our brand marketing for Lavian and in this attempt, we are not just ensuring hi decibel impressions, but the focus is on driving user engagement. We are seeing 2X the results of what we set out as a goal with. The purpose ultimately remains to ensure that amidst the match battles, gamers get to enjoy moments of sweetness.”

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L&K Saatchi & Saatchi executive VP Sidheshwar Sharma said, “India is showing signs of a new break, with mobile first gaming boom. The sheer number of Indians who have come in to gaming has already reached 250MN (as per KPMG & Google data). So for us, this was an opportunity we didn’t want to miss as a first step towards the brand’s growth, the aim here is to build brand recall for Lavian and drive user engagement. For us, it’s yet another proof point in the belief, that when you set your mind and effort to a task, you can achieve Impossible outcomes. The excitement here at L&K Saatchi & Saatchi continues with the brand journey to create a powerhouse brand – Lavian.”

World Cricket Championship 2 or WCC2 as it is commonly called, is a cricket game. The company said there are upwards of 2 million Daily Active Users playing over 45 minutes per session. All of this has aggregated in the game being rated one of the top 10 games in India by App Annie. A perfect way for brands to connect with a captive audience.

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ICC Women”s World Cup 2021 to be held from Jan 30 to Feb 20