Masters Advertising goes rural with the Carlton 7s

Monday, 21 May 2012 00:00 - - {{hitsCtrl.values.hits}}

Masters Advertising which has been associated with many brand building initiatives from Singer to Clogard to Audi, demonstrated a flair for sports marketing, taking the campaign for this year’s Carlton 7s and their sponsors Sri Lanka Insurance Corporation and Mobitel out of the city to a rural audience.

The TVC which was shot in different parts of the country conveyed the excitement of the tournament against a Sri Lankan backdrop.

“The idea was to take ‘ownership’ of rugby and give it a Sri Lankan look and feel,” Masters Advertising Creative Director Chaminda Gamage said.

Masters Advertising’s involvement did not cease with the creation of the multimedia campaign but also extended on the ground’ with a specially designed float in the shape of a giant rugger ball for Sri Lanka Insurance Corporation, being taken to the different parts of the island , an initiative of Media Maps the event marketing arm of Masters Advertising. MP Namal Rajapakse, the inspiration behind Carlton 7s, in his conversation with Masters Advertising Managing Director Dharshi Thambiah, stated that he was very pleased with the campaign created by Masters Advertising, and is really glad at the response to the campaign especially amongst the youth in the rural areas. Rajapakse, added, “it captures the excitement of the Carlotn Seven’s rugby tournament in a distinctly Sri Lankan fashion and created tremendous awareness for the game in rural areas.”

The Carlton Sevens Tournament is on from 26 and 27 May at Bogambara Grounds in Kandy and 2 and 3 June at Police Park.