The campaign ‘Me Time, Marie Time’ celebrates the passion of diehard superstitious Indian cricket fans
Cricket, in the incredible land of India, is more than just a sport, it’s like a religion. And the fans? Well, they’re the high priests of superstition when it comes to supporting our cricket team.
All the cricket fans have some stories of superstition like staying put at that one spot on the couch, wearing the same lucky shirt that’s been through countless wash cycles, or even performing a mini-puja before the match, just to keep the cricket gods happy. It’s all part of the quirky charm of celebrating the gentleman’s game in India. Taking a cue from this, Bisk Farm, the fourth largest biscuit brand in India, launched a high-decibel 360-degree campaign for its Rich Marie range of products – ‘Me Time, Marie Time’, celebrating the diehard Indian cricket fans’ passion.
Featuring Sourav Ganguly, the brand ambassador for Bisk Farm Rich Marie biscuits, the campaign celebrates the fan’s way and belief of contributing to the success of the Indian cricket team. It has Sourav Ganguly reenacting his signature jersey-waving act, this time not from the Lord’s pavilion but from the comfort of his couch.
The campaign also draws inspiration from everyday funny life scenarios to illustrate the typical Indian fan’s behavior during a cricket match. Built on a unique collage of relatable situations which embodies fandom, the TVC portrays Sourav Ganguly as one such superstitious fan. In the campaign, Sourav Ganguly is seen wearing his lucky jersey, not allowing any of his friends move from their seat until the match ends. He’s got more Taabiz around his neck and arms than a rapper with gold chains and wears another on his forehead. He performs puja of the cricket bats praying for India’s victory.
The scenarios are aptly captured, as the jingle rhymes:-
Lucky Jersey Pehenke, Lucky Kursi Pakadke,
Bina hile hila denge hum,
India ko Jeetayenge hum.
Haar nehi Manenge hum.
Tabiz Pe Tabiz Chadha ke, Har Naya Totka azmake,
Har din vrat rakhenge hum,
India ko jeetayenge hum.
Here’s a glimpse of the TVC: https://www.youtube.com/watch?v=BeV9qbVWpH4
Commenting on the campaign, Vijay Singh, Managing Director, Bisk Farm said “India is a cricket crazy nation. We feel, there’s a huge contribution of the Indian fans who for their passion for the sport, have transformed the game into a religion in India. Sourav Ganguly is a celebrated personality in India for his immense contribution to Indian cricket and we feel this campaign with Sourav Ganguly in the lead touches all the right chords to create excitement amongst the Indian cricket fans. Cricket is celebrated across all spectrum of life, and biscuit is consumed by everyone and hence it offers a great opportunity for us to promote the brand. We are confident that the campaign will perform well and contribute to our over growth in this cricket season.”
Conceptualized by SoS Ideas, the 45 days long 360-degree campaign went live on 14th October during the India vs. Pakistan match. The campaign rides high on TV, Digital, Print and OOH. Simultaneously, with an objective to connect with the youth on the go, Bisk Farm plans to majorly focus on Cricket specific content on OTT, and Meta platforms along with YouTube.
Commenting on the campaign, Mr. Souvik Misra, Director, SoS Ideas, said “We are extremely excited to be part of this Sourav Ganguly Cheer for India campaign which is very quirky, over the top and plays deep into the Indian psyche of Sports! Let us all cheer for India”
ABOUT SAJ Food
SAJ Food Products Pvt Ltd, headquartered in Kolkata is one of India’s leading FMCG Companies. Founded in 2000, SAJ Food has attained the position of becoming India’s fourth-largest biscuit and bakery manufacturing company with a presence across 23 states in India. Currently, SAJ operates with six state-of-the-art manufacturing facilities spread across three states – Maharashtra (Nagpur), Karnataka (Bengaluru) and West Bengal (Siliguri, Uluberia, Dhulagarh) with an annual production capacity of 1.80 lac MT (Metric Ton).
Bisk Farm, the flagship brand of the company is one of India’s most loved biscuit & confectionery brands known for its delectable Biscuits, Cookies, Cakes, Wafers and Rusks.
Indiaah is the brand for its Namkeen and Sweets category. It has products like Bhujia, Moong Dal, Chana Dal, Chira, Masala Mixture and Rasgulla, Gulab Jamun, Soan Papdi etc.
Through the retail chain of Just Baked outlets, SAJ Food offers delectable Savouries, Confectionaries and Breads topped off with a range of hot and cold beverages.
