For the cities that do not have their own team, Pillsbury Cookie Cake gives them one
IPL is now the biggest event in India. However, in this national festival, only 8 cities have their own teams to celebrate. The rest of the 3992 cities of India do not have a team to call their own. This IPL Pillsbury Cookie Cake decided to give the rest of India their own team to cheer for. Of course, brought together by Royal Challengers Bangalore and the peoples love for Pillsbury Cookie Cake. To make this happen, General Mills India has taken the principal sponsorship for Royal Challengers Bangalore.
The campaign ‘Pillsbury Cookie Cake Jo Khaaye, Fan Ban Jaaye!’ is a 11 film campaign and has been conceptualised and created by Leo Burnett India.
The main campaign is set in various cities who don’t have their own team. The campaign is about people in these cities coming up with the craziest and most bizarre excuses as to why they support RCB, but the real reason is Pillsbury Cookie Cake.
Why did we decide to go all out crazy on this campaign? Well, Indians go into a frenzy at the very mention of cricket, this madness multiplies during the IPL. To cut through to the people and grab their attention during this prime cricket season, our campaign had to be crazier, so as to cut across all the noise and madness that already exists. And that’s exactly what gave birth to the craziness in the idea.
Speaking on the launch of the campaign Rajdeepak Das MD India and Chief Creative Officer, Leo Burnett, South Asia said “IPL is India’s super-bowl; it therefore needs an idea of that scale. This campaign captures the craziness that goes through India around the IPL. It builds on the insight that only 8 out of 4000 cities and towns in India have an IPL team. And now cricket fans in the rest of the 3992 cities brought together by their love for Pillsbury Cookie Cake, have finally found a team they can call their own. Every city in this country has its own charm, its own language, idiosyncrasies and mannerisms. Through this campaign, we have tapped into this creative instinct of Indians to build a funny and insightful campaign for Pillsbury Cookie Cake.”
Adding further, Salil Murthy, Managing Director, India & South East Asia said, “Pillsbury Cookie Cake is an all-family snack that has revolutionised the premium cookie category with its multi-textured, highly indulgent soft baked format. It is loved by kids and adults alike, much like IPL, the biggest entertainment property in India. Our new campaign builds off this insight in a fun way that makes an instant connection with fans all over the country.”
Client Team: Salil Murthy, Rajeshwari Iyer, Varun Mahajan
Creative Agency: Leo Burnett
Executive Creative Director: Kumuda Rao, Arjuna Gaur
Creative Director: Chandani Samdaria
Creative Team: Hamza Ahmed, Vandana Pant, Vinod Perumbidi, Amit Mithkar
VP & Business Head: Abhimanyu Khedkar
Brand Partner: Deepak Bulchandani
Production Company: Prodigious
Director: Ankit Dahiya
Music Director: Kaizad
Senior Producer: Akshay Multani
Associate Producer: Apratim Bhatnagar
Line Producer: Another Idea
CEO Publicis Communications, South Asia – Saurabh Varma
MD – India & CSO, Leo Burnett South Asia: Dheeraj Sinha
MD – India & CCO, Leo Burnett South Asia: Rajdeepak Das
COO, West: Rakesh Hinduja