Ogilvy India has reportedly bagged creative mandate for the ICC World Cup. Ogilvy and Mather India has won the rights in a multi-agency pitch that also had Lowe Lintas, Mumbai Ogilvy and several other agencies in fray.
The pitch was called by the ICC’s media rights partner Star India, the official and exclusive broadcaster in India for cricket’s biggest quadrennial event, for the account worth ₹ 25 crore to ₹ 30 crore, Brand Equity, India Times, has reported, quoting sources close to the development.
“Star India liked a part of Ogilvy’s pitch, which will be used to build a creative story along with inputs from the broadcaster’s in-house agency,” states the report, quoting the source.
ICC World Cup 2019 will be played in England and Wales from May 30 to July 14. India along with hosts England are tipped as firm favourites to win the ten-team competition that will also feature defending champions Australia, New Zealand, Pakistan, Bangladesh, Sri Lanka, Afghanistan, South Africa and the West Indies.
Hosts England will take on South Africa in the tournament opener on May 30 at the Oval, London. The matches will be broadcast in India on the Star Sports network channels, including the regional screens. The action will also be streamed live on Star India’s OTT platform Hotstar.
It will be the second time Ogilvy and Mather India will be handling the ICC World Cup creative mandate. The company had also handled the creative duties during World Cup 2011 when the event was jointly organised by India, Sri Lanka and Pakistan. At the time, Ogilvy was responsible for everything including pre-launch activities across all mediums to post-launch of the top most cricketing extravaganza, not just in India but for the other two venues as well.
This time though it is reported that Star India may also handle some part of the campaign in-house. “Star India liked a part of Ogilvy’s pitch, which will be used to build a creative story along with inputs from the broadcaster’s in-house agency,” the paper has quoted the source as saying.