Cricket arouses unbelievable strong passion and unites India like no other subject/festival/custom. In cricket, the ‘racism’ row that was engulfing India’s tour of Australia was attracting an incredible amount of attention. When the ‘conflict’ threatened to split the cricket playing word into two on the lines of Race, cricket’s governing body, the ICC, stepped in and forced the two captains to sit down and resolve the problem by talking to each other. We seized this moment of re-conciliation as an opportune moment for Airtel. The story made the front page of the daily, complete with Airtel branding between the picture and the headline, a media first. Infact, the brand message became the headline of the story and broke the barrier of the editorial prowess.

The marketing fraternity gave a thumps up to this work and the feedback was ‘overwhelming’. Being a media first, cmdglobal.com covered this innovation as a featured global work. Innovative implementations like these ensured Airtel won the “Buzziest Brand of the Year” award for the 4th year in a row.