SG, the iconic manufacturer of cricket gear, boasts the who’s who of Indian cricket among its premier clientele. The trouble was that the brand was losing relevance among the younger generation. The agency’s task was cut out. It engaged new-age marketing and communication strategies to restore the brand to its former glory. Since the company couldn’t sign-up big names as endorsers, the brand’s revival among India’s youth is particularly satisfying.
The campaign for SG was designed to impact and influence school boys aspiring to be professional cricketers. The intent of the communication was to create a desire in the audience to become heroes and be known for their performance on the cricket field.
