There is no denying the fact that India has always been a cricket frenzy nation and people love to watch and follow the game, especially big events such as the ICC World Cup and IPL. These events not only generate high viewership but also have the attention span of the viewers is high during the matches. The cricket obsession is also minted well by brands across industries to make the most out of these tournaments.
Similarly, in a strategic move to make the most of ICC World Cup 2019‘s excitement, reach and viewership, sportswear brand Puma announced their association with Indian cricket captain Virat Kohli right before the global cricketing tournament through a campaign called ‘Sock Them’. The campaign takes inspiration from the skipper’s iconic moment at the Sydney Cricket Ground, where he made a statement by gesturing that he ”Lets his bat do the talking.” It is a being marketed through a rap anthem for this World Cup 2019 which is in collaboration with famous Indian rapper Divine, known for Gully Gang.
The sports brand is planning to go big in terms of brand visibility and sales riding on the popularity of the Indian skipper. Considering the amount of population base on social media platforms, the brand is going high on social media campaigns and targeting their primary client base – millennials, through the initiative.
“The campaign is widely-relatable in a manner that is daring, optimistic and inspiring. Conceptualized around Virat’s celebratory gesture “My bat does the talking”, the extremely catchy campaign is composed and performed by Divine himself. While it reflects our passion in a very positive way, it also perfectly captures the crossover between music, art and culture and how cricket transcends everything at its core,” says Abhishek Ganguly, Managing Director, Puma India.
“The video’s local appeal will leave fans humming “Chakravyuh Mein SockThem” throughout the season. This truly differentiates our approach and sets us apart from other global brands. Though the essence and tone remain PUMA, it’s about the local connect, it’s always about India,” he added.
As part of the campaign, the Indian skipper was seen rapping along with Divine where he raps the #rapanthem for the World Cup named ‘Sock Them’.
Indian Cricket Captain and PUMA brand ambassador, Virat Kohli said,“ I always look to push my limits and challenge myself on and off the field. I am super excited to be part of this rap anthem, and I had a great time working with PUMA and Divine on the campaign. As we prepare to take the field, I’m looking forward to seeing Indian cricket fans join the #SOCKTHEM movement, and hope to see them singing “Chakravyuh Mein Sock Them” for years to come.”
The man behind the SOCKTHEM track, Divine added, “This was one of the most unique projects I have worked on and I am super excited to have played such an integral role in the campaign. India has a special love for cricket, and I’m thankful to PUMA for giving me an opportunity to compose and perform an anthem for Indian cricket fans worldwide. I hope everyone enjoys singing it, as much as I enjoyed bringing it to life.”
To cash on the tournament through this campaign, Puma has created campaign elements like the ‘Sock’ as seen in the music video. To add an eclectic atmosphere when rooting for Virat and the Indian cricket team, the brand is also integrating with screening areas/fan parks where matches will be screened. Fans will be given special merchandise like the sock to mimic the ‘SockThem’ mnemonic while cheering for the team.
In addition to this, they are retailing special merchandise like an entire range of fan tees, ‘Sock Them’ socks and caps that will be retailed online and at exclusive Puma stores.
While the fans are in high spirits with the anthem, team India faces South Africa on June 5 at The Rose Bowl, Southampton.