Mumbai: McDowell’s No. 1 has launched a cheerful campaign #No1YaariCheers that intends to unite IPL fans and create delightful Yaari moments. It will add a fun and energetic twist to the regular cricket viewing experience.
The campaign conceptualized by DDB Mudra, features IPL players such as Virat Kohli from Royal Challengers Bangalore, Yuzvendra Chahal from Rajasthan Royals, Kieron Pollard from Mumbai Indians and many more, to bring alive the stadium action on the screen.
Speaking about this association Diageo India's executive vice president and portfolio head, marketing Ruchira Jaitly, said, "Cricket is a sporting extravaganza that brings the entire country together with inspiring sporting action that's a feast for Indians across the length and breadth of the country. So naturally, we are delighted to be associated with these 6 iconic teams."
"Moreover, this cricket season is the perfect platform to bring alive the special moments when yaars connect and make magic happen, whether while playing or while watching this tournament. To further add to the fun and entertainment, we are excited to give fans a chance to cheer for their teams with inspiring and playful language like never before. McDowell's No.1 Soda is proud to share the spirit of Yaari with these amazing teams and build a meaningful new partnership," he added
Commenting on the campaign, DDB Mudra's executive creative director- west Neeraj Kanitkar said, “No.1 Yaari, six of the biggest IPL teams and 18 superstars deserve a grand platform. #No1YaariCheers is just that. A new language of Yaari that fuses what yaars do – from showing support to inspiring to teasing to provoking to badgering and everything in between – support, inspire, tease, provoke, badger – with the language of cricket. With the cricketers not having so much activity but simply expressing their Yaari for each other, they brought their style to the cheering/chanting. Making for entertaining shoots and an exuberant bunch of films."
DDB Mudra executive vice president and business partner Sujay Ghosh added, “Chants (Cheers) connect people and help form stronger bonds with their group of friends and fans. We took this insight and developed a campaign which can play a role in culture during this cricket season. McDowell’s No. 1 has always stood for bonds of friendship. And cheers have always brought fans together and made their fandoms epic, we mounted our idea based on these two inputs and created a new language for fans and friends to enhance the engagement and celebration for this cricket season across languages and regions.”
The campaign is currently live across digital platforms such as Disney+Hotstar, YouTube, mCanvas, Facebook and Twitter.
