This IPL season, Pillsbury Cookie Cake set out to give 3992 out of 4000 cities of India who don’t have their own teams Fan Banne Ka Bahana.
Royal Challengers Bangalore aka RCB’s captain Virat Kohli very proudly says ‘Hamari
The insight for the campaign came from IPL being the national festival of sorts, yet 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. Every city in this country has its own charm, its own language, idiosyncrasies, and mannerisms. Through this campaign, Leo Burnett India tapped into this creative instinct of Indians to build a funny and insightful 11 film campaign for Pillsbury Cookie Cake and decided to give the rest of India their own team to cheer for.
The main campaign is set in various cities who don’t have their own team and 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.
The brand and it’s digital agency Schbang is simultaneously keeping RCB fans engaged on it’s Facebook page by posting content around it on a regular basis. Also planning fan contest like SMS and win.