App-based cab service Ola has unveiled its latest campaign for the ICC Cricket World Cup 2019 titled – The Anti Anthem. The music video showcases in a simple yet hard-hitting way, what Ola does best and what cricket fans truly want this World Cup season – getting to their destination to watch the match.
The campaign does not focus on anthems, offers or free merchandise, but gives cricket fans what they truly want this World Cup season – getting to their destination to watch the match.
The digital-only film has been conceptualised and created by Leo Burnett Orchard. “This video reiterates Ola’s versatility and its long-term commitment to meet the dynamic needs of Indian consumers,” said Anand Subramanium, Senior Director, Marketing & Communications, Ola. “An extension of the brand’s promise, the campaign highlights how easily and seamlessly Ola gets you to your preferred destination. With the World Cup being one of the most watched cricket tournaments in the country, we wanted to strike a chord with cricket buffs across India and ensure that they were able to cheer for their favourite team.”
Amod Dani, ECD, Leo Burnett Orchard, added. “This World Cup, we’ve seen many brands come up with some of the other cricket/ World Cup-related promotion. So what does Ola, India’s mobility expert, do during this season to ride the cricket wave? Simple: Nothing! What do people want most during the World Cup? To catch the game, at their home, their favourite restaurant, with their friends and families. So when everyone else came up with cricket and World Cup-related promotions, Ola simply said we will do what we do best, we will #GetYouThere because watching the match comes above all else.”