India and cricket have always been inseparable. But in the last decade or so, the India Premier League (IPL) has evolved into a mega annual sporting event, that gets the country started. In fact, it has become an ecosystem in itself, serving as a big boost to businesses and the economy.
As India emerges from the lockdown, the IPL couldn’t have started at a better time. It is that shot in the arm the nation needs to get back on its feet. For Lifebuoy, it was a time to embrace this optimism, while serving a crucial reminder to prevent caution fatigue.
In partnership with the Royal Challengers Bangalore (RCB), Lifebuoy created a special message for a billion plus Indians with three key players from the RCB team, the captain of the Indian cricket team Virat Kohli, South African cricketer AB de Villiers and Indian cricketer Yuzvendra Chahal.
The message: Let’s start the nation with caution and the right habits like wearing a mask, ensuring social distancing and maintaining proper hand hygiene at all times.
It’s been a long wait for India to finally restart but it needs partnerships and team work, just like in cricket.
Elaborating on the thinking behind the creative, Sagar Kapoor, Chief Creative Officer, Lowe Lintas adds, ‘At the heart of the film is a simple message, if we take care of simple things like sanitisation and hygiene the ‘new’ normal can be as good as normal. The time has come for the nation to step out, we can’t be forever sitting in our homes. Yet, we can’t behave like nothing happened. We have to respect the situation without getting intimidated by it’.
The film by Lowe Lintas, Mumbai naturally weaves in hygiene habits while showing different aspects of India restarting – from offices to transport and relationships to businesses. From caring for oneself to one another, even strangers. Reminding everyone that we have to play as a team to succeed!