Project Playbold: How Royal Challenge created the unofficial anthem for ICC T-20 World Cup

This case study shows how Royal Challenge, an alcoholic drinks brand, used celebrity sportsmen to successfully increase its brand profile in the Indian market.

Project Playbold: How Royal Challenge created the unofficial anthem for ICC T-20 World Cup

Suchitra Sukumar and Saumya Tyagi

Campaign Details

Brand owner: Diageo-USL IndiaAgency: DDB Mudra GroupBrand: Royal ChallengeCountry: IndiaIndustry: Alcoholic drinks industry (general)Channels: Content marketing, Events experiential, Integrated, Internet - display, Internet - general, Internet - microsites, Internet - search, Online video, Public relations, Radio, Social media, TelevisionBudget: Up to 500k

Executive Summary

Our Challenge: How can a brand with limited budget, ambush one of the biggest media properties in India, to make itself heard...

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