Jaydeep | 05th Jun, 2020
Comedy | Content Creators | Entertainment
William Lawson’s is a rebel scotch brand from the house of Bacardi. The brand’s messaging is ‘No Rules’ & its tonality is unconventional, authentic & unapologetically honest.We wanted to bring this persona to life through our content and wanted a creator who too exuded similar traits, and thus began our association with Be YouNick.
William Lawson’s became a sponsor for Mumbai Indians, one of Indian Premier League’s most popular teams & in order to create buzz about the same in the most unconventional #NoRules way, we collaborated with Be YouNick, who not only happens to be one of India’s top YouTubers with a massive audience base from Maharashtra, but also a big Mumbai Indians’ fan himself.
We got access to four very popular players from the Mumbai Indians’ team, which were Hardik Pandya, Kunal Pandya, Jasprit Bumrah & Keiron Pollard, for the shoot. With Be YouNick and the four Mumbai Indian players, we created two sketches which weaved in the #NoRulesCricket messaging by challenging the conventional rules of cricket
First sketch entailed Nikunj challenging Mumbai Indian players to a game of ‘Book Cricket’ & giving a ‘No Rules’ twist to the gameplay of cricket. The second sketch featured Nikunj as a part-time coach for the Mumbai Indian players & giving ‘No Rules’ coaching tips.
Both the sketches performed incredibly well. The ‘Book Cricket’ sketch trended at #1 on YouTube & garnered 5M+ views. The ‘No Rules Coaching’ sketch trended at #21 on YouTube and crossed 5M+ views. We managed to garner 200+ #NoRulesCricket mentions in the comments as well.
Previously