The ICC Champions Trophy final between India and New Zealand is just around the corner, making it the perfect time to reflect on the vintage marketing strategies that brands typically employed during these tournaments. Many of these strategies, once ubiquitous, have faded a bit as we progress through the third decade of the century.When India claimed victory in the 1983 Cricket World Cup, Kapil Dev’s jubilant smile was not only on newspaper front pages but also featured in Thums Up’s dedicated campaign. This campaign included miniature bottles, flicker books, and signed bats and balls as collectibles, which fans could obtain by collecting bottle caps. During this era, cricket tournament marketing thrived in the physical realm, offering tangible memorabilia that fans could touch, taste, and cherish for years.

Thums Up miniatures from 1984
Thums Up flicker book featuring Kapil Dev (1980s)

Along with collectibles, other marketing gimmicks such as prize contests played a significant role in cricket marketing. These contests required physical participation and generated genuine excitement among fans. A prime example was the Britannia “Khao aur World Cup Jao” promotion during the 1999 World Cup, where children eagerly opened biscuit packets searching for cricket cards. Completing a set would give them the chance to meet their cricketing idols. Similarly, during the 2011 ICC Men’s Cricket World Cup, Hero held a contest to promote its Karizma brand, further amplifying engagement with the audience.

In today’s digital era, much of this physical interaction has shifted to online spaces, but the nostalgic charm of these older campaigns remains a reference point for how brands can creatively engage with fans during cricket tournaments. As the game continues to evolve, so too will the ways brands interact with fans, but the essence of creating memorable, tangible experiences continues to linger in the minds of older generations.Today, with the rise of digital marketing, much of the physical interaction has shifted to virtual spaces, but the essence of creating experiences that resonate with fans remains unchanged. Brands now focus on digital engagement through online contests, influencers, and real-time campaigns, but there’s still something special about the tangible connection that older strategies offered. The transition to virtual spaces may have changed the form, but it has not diluted the emotional appeal that brands once created by putting products directly in the hands of their fans. As the game continues to evolve, so too will the ways brands interact with fans, blending nostalgia with innovation.

Author: Aryan chaudhary