#LEJAYENGE kicks off on wheels
By Ria Banerjee - June 10, 2019
Star Sports unveils two phases of #LEJAYENGE campaign on autos, cabs and buses across metros, riding on the ICC Cricket World Cup 2019 wave
Even as the ICC Cricket World Cup 2019 (CWC) fever catches on, India’s leading sports broadcaster Star Sports engages with cricket fans in the new campaign #LEJAYENGE on transit media deploying auto, cabs and buses at prominent locations across Mumbai, Bengaluru, Delhi and Kolkata. The #CricketKaCrown, campaign kicks off its first phase on autos and cabs in metros with drivers holding placards stating ‘LE JAYENGE’ and inviting passengers to ride with them to their destination, a direct contrast to the regular practice of commuters having to wave for the autos to stop and negotiate the fare.
During the campaign, auto drivers and passengers were encouraged to talk to each other while commuting, which resulted in conversations around the ICC CWC and highlighted anticipation over India bringing back the #CricketKaCrown.
The second phase of the campaign was kicked off on June 5th in Mumbai where India started their World Cup campaign against South Africa. The campaign was executed on BEST buses where the drivers of the buses were holding placards stating ‘LE JAYENGE’ and offered free rides to passengers across three prime routes in Mumbai.