There are cricket matches and there’s the India vs Pakistan clash where stakes are always significantly higher and emotions run high. Star Sports' viral ‘Mauka Mauka’ campaign taps into this excitement through the perspective of a young Pakistani cricket supporter who was first seen in a World Cup 2015 campaign. Now, he returns to promote the ICC T20 India vs Pakistan match.
To date, Pakistan hasn't beaten India in any ICC 50-over and 20-over World Cup.
Read more: Best of India vs Pakistan: Top five T20I matches between arch-rivals
In its seventh edition, the campaign series has returned with a new TV spot featuring the Pakistani fan entering his Indian friend’s electronic store to purchase a television set for the upcoming T20 World Cup clash. His friend insists that he should consider buying two TV sets under the special ‘Buy one Break One Free Offer’ because India will likely beat Pakistan in the T20 clash - the wrath of which will be borne by his TV set. The film continues with the concept of the Indian and Pakistani fans trying to get the better of each other.
The cheeky humour in the campaign has resonated with fans online, with the ad garnering over 1.7 million YouTube views.
Sanjog Gupta, head-sports, Star and Disney India, says that the India-Pakistan clash is one of the biggest matchups in the world of sports. The clash at an ICC event attracts core and casual cricket fans as well as viewers who don't watch any other cricket.
“The historic on-field rivalry between both teams is unparalleled and we believe that the iconic 'Mauka Mauka' campaign captures the spirit of this rivalry, blending competitiveness, banter and sportsmanship," he adds.
The viewers were first introduced to the ardent Pakistani cricket team fan who lives in Karachi in the 2015 ICC World Cup.
The campaign series begins in March 1992 with a young Pakistani cricket supporter in Karachi saving up firecrackers to burst when Pakistan is about to beat India at the World Cup. He is disappointed as his team loses the match and at being unable to light the firecrackers. The video shows him grow older over the years, still saving up the firecrackers and waiting for his mauka (chance) to burst them, while his team fails to defeat India in any of the subsequent World Cups. The video ends at the conclusion of the 2011 World Cup semi-final with the supporter, who is now married and has a child, asking his son in anguish, "Kab phodenge yaar?" (When will we burst the crackers?).
The ad returned ahead of the India Pakistan game in ICC World T20 2016. In this spot, the Pakistani fan is seen recording a video message for Shahid Afridi as he tells him how disappointed he is with Pakistan's four losses to India in the ICC World T20.
Part of cricketing folklore, Mauka Mauka is a combination of cheeky humour and friendly banter, making it relatable and funny.
Naresh Gupta, co-founder and chief strategy officer of Bang In The Middle, feels that the popularity of this series has to be attributed to India's winning streak that made these ads memorable.
“…India kept winning and the hashtag was alive. There is always a downside to this, India can lose, and the jokes and memes can be on us," he says.
Going straight to heart of what makes it work, Sambit Mohanty, creative head at McCann Worldgroup believes this series resonated well with (Indian) cricket fans as it depicted a Pakistani fan whose dreams are constantly shattered.
According to Mohanty, it’s a feeling of ‘schadenfreude’ - pleasure derived by someone from another person’s misfortune - that really works for this campaign.
He tells Storyboard, "... it doesn’t take a linear view - it’s from an opposing team fans’ perspective. How would one feel when one’s wishes don’t ever get fulfilled! So, in that sense it avoids a cliche such as showing Indian fans celebrating - rather the pleasure being derived from the opposition’s fan lamenting."
But there's also the challenge of keeping an ad campaign alive for as long. Has it retained its spirit and does it still have the same appeal? Gupta seems to think it has lost part of its appeal and recommends an injection of freshness in the Idea. He tells us, "This year’s ad is a bit forced and doesn’t play by gamesmanship. It started to become a bit jingoistic since the last couple of years, this one follows the same template. If the series has to run, it needs a fresher take."
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