While there was a need to use cricket as the backdrop for the communication, JWT knew that a mere association with the game wouldn’t do the trick. The team wanted to refrain from using celebrities as endorsers because they were endorsing various other brands in diverse categories such as FMCG and apparel. Instead, the creative agency wanted to create a connect with this cricket crazy country, minus any jingoism or stereotypical attributes, in an authentic and inspiring manner..
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