How loud can you cheer for Team India?
For the ICC World Cup 2011, PlayUp needed an engagement platform that would evoke an online participation from its audience, across the country. Our thought: let’s get the entire nation to ‘Scream for Team India’. By creating an integrated campaign, we spread our creative across major cities, tackling online and offline media. And over 45 days, we got folks to record their screams and post in on the microsite and YouTube. Offline, we deployed vans that helped record participation on-ground, while giving away branded merchandise. Cricketer Rohit Sharma and Actress Jiah Khan also pitched in, charming more citizens to holler in support.

Campaign Stats:
With 25,000 plus recorded screams, this was the first of its kind crowd-sourcing activity. And this could mean a Limca Record, 2012.