FMCG Cricket Season — Regional Recall at Scale
An FMCG brand needed cricket-season visibility that went beyond logo placement — they required regional trust, retail pull-through, and content that worked across TV, digital, and point-of-sale.
Challenge
Previous sports spends delivered national impressions but weak localized recall. Retail teams in key states could not connect sponsorship activity to shelf movement.
Approach
Brandtrove mapped state-level cricket affinity, shortlisted athlete partners with regional credibility, and designed an activation calendar aligned to league phases and festival retail windows.
Execution
- Athlete content series in regional languages - Retail partner kits tied to match-day windows - Digital amplification through creator cut-downs and fan engagement formats - Unified reporting dashboard for marketing and sales teams
Outcome
The campaign improved regional brand tracking scores and gave retail a clearer narrative to activate in-store. The partnership structure was renewed for a multi-year framework with performance gates.