In the animated movie, the protagonist’s school team fights for the Center Fruit Cricket trophy. The trophy was shown to be “irresistible” like the brand.Sachin and his team go through many hardships to eventually win the trophy at the end of the film. Center Fruit’s irresistible proposition was integrated within 10 unique sequences, summing up to 25 branded exposures.

The brand association was promoted across holistic touch points:a) 500 school activations were carried out across 12 cities.b) EDM’s were sent to 250,000+ registered users of Cartoon Network website.

c) 51 TV promos/day ran on the Turner network across India for 2 weeks. d) 15 Custom ticker and Aston bands The activity created a lot of buzz with 41 editorial articles featured in leading newspapers in India. Estimated earned media was 3 times more than paid media.

The innovative film was watched by 5.5million viewers. (Source: Nielsen/Kantar Research’s TAM Media measurement).

Spontaneous recall and brand preference scores moved up by more than 90% in the subsequent month post airing of the movie. (Source: Weekly Brand Track Scores from TNS Global Research-part of Kantar group)