A cricket first campaign based on the timeless “will they”, “won’t they” question.
The brand started by being an enabler in the debate between fans who believed India would win and those who didn’t.
The second phase began with the World Cup, where we urged people to put their beliefs aside and cheer for India.
Finally, the campaign culminated with a believe-o-meter, a tech integration on the Thums Up platform for fans to vote for their favourite team, and lucky winners would get a chance to win tickets to the World Cup.
Led the social execution from end-to-end, wrote scripts (and rewrote them), created topical posts, and a pretty toofani 3D OOH activation.