Cricket and music?!
Comments(0) If you have ever watched a Bollywood film you will know that music, colour and festivity is huge in India, and also in the rest of South Asia! A group of the biggest music producers in India have carried on this theme for the World Cup and have created an ‘anthem’.
For a world event, this is a fantastic marketing stunt! The target consumers would be the cricket lovers all around the world, and this anthem would create an opportunity for the target market get together and share this song to show their appreciation for this huge competition. This anthem gives the ICC a chance to make this sport more exciting and they can certainly use it as a way to advertise this sport to countries that do not play cricket all around the world. But wait! Listen to the song:
If you watch the video above, you will notice that the song is in Hindi, Bangla and Sinhalese. For a world event that is meant to include 14 different countries, this song only really appeals to 3 of them. This segregates a market and will have unfavorable effects, even to cricket lovers. India is known to make a spectacle of world events that are hosted in that country despite the fact that many people do not appreciate it because it eliminates an entire portion of the target consumers!
Look at this comment from a video of this anthem on youtube:
“do those indians think that all people in the world understand Hindi? this world cup is a world event, not an indian event. they did this stupid mistake in 1996 cwc as well. shame on you”
The controversies begin. The anthem could have been a brilliant marketing tool, but has it become a disaster? Time will tell…