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Taproot Dentsu’s campaign for CricketNext app acknowledges armchair critics of the game

A new campaign for the CricketNext app from Network 18 focuses on armchair critics of cricket, who typically yell their suggestions at the screen.

While generally considered an annoyance, in the films from the campaign, their suggestions are welcomed by commentator and former Indian team captain Anil Kumble.

The add highlights features of the app such as a forum that allows users to post their opinions and video comments.

Speaking about the campaign, Network 18’s group brand advisor Rahul Kansal said: “Cricket Next invites passionate cricket fans to offer their opinions and share their insights on the game. The film tries to dramatise this promise of being an app where fans rule.

Taproot Dentsu creative director Neeraj Kanitkar added: “The all-new CricketNext app is a homage to the ultimate cricket fan who is always ready with an opinion but has nowhere to voice it.

“This app is a platform where this fan’s every opinion on team selection, on-field strategies etc. is not only heard but welcomed. The TVCs are a dramatic representation of this, with Anil Kumble literally breaking the fourth wall and acknowledging the ultimate fan’s opinion.”

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