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#CricketingCricketong Campaign
Centerfruit launched the #CricketingCricketong campaign during the ICC Cricket World Cup'23. It consisted of a QR-based mobile game activated by scanning the pack of Centerfruit’s new Cricket Ball-Shaped Gum. Designed to keep audiences engaged during slow match moments, the game encouraged users to play, climb the leaderboard, and win rewards.
Business Objective
Drive engagement and increase trials for Centerfruit’s Cricket Ball-Shaped Gum during the Cricket World Cup.
Campaign Objective
To boost consumer interaction with the brand by encouraging users to scan, play, and share their #CrickeTingTong game experience on social media
Insight
Cricket matches see peak engagement at the start and finish, with lulls in between. An engaging game during the downtime was the perfect fit to fulfil the brand's messaging.
The Assets
For #CricketingTong, we created a dynamic mix of content to maximize engagement:
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Memes: Cricket-themed humour to spark organic conversations
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Influencer Collaborations: Partnered with 15 influencers including Tanmay Bhat, Samay Raina, and others to amplify the reach
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High-Impact Videos: A visually striking CGI video featuring a massive cricket ball dropping into a real stadium, creating buzz and intrigue
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Hygiene Creatives: Promotional assets highlighting gameplay, leaderboard competition, and rewards
The Results
93K+
Hours
Played
1,92,434+
Total Registered Numbers
6,37,977+
Total Matches Played
2M+
Views
#BallBaazi Campaign
During the 2024 ICC Men's T20 World Cup, Centerfruit launched BallBaazi, an interactive DM-based game, Users participated by DMing a 🎾 emoji to the brand’s IG page, playing the game, and sharing their high scores for a chance to win prizes.
Business Objective
Increase brand visibility and follower growth on Instagram.
Campaign Objective
Drive higher engagement and reach by integrating an interactive challenge encouraging users to participate, share, and follow the brand.
Insight
With the IPL and Cricket World Cup dominating conversations, Centerfruit could promote its ball-shaped gum by leveraging Instagram's recently popularised DM-Emoji game.
User Journey
Follow the Centerfruit page
Tap on the ball to start playing
Post High-
Score and Tag Centerfruit
Top 3 Scorers Get Exclusive Rewards
Send 🎾 to Centerfruit IG Page
The Assets
The Results
800K+
Views
50K+
Engagement
100+
Participants
1.5M+
Reach
Other Notable Work
Hygiene/Topical Creatives
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