By launching Indian Summer, Channel 4 presented a new experience of cricket, making it magnetic to a younger audience. You could travel via rickshaw or Karma Kab to a film screening of Monsoon Wedding, sample Indian food by chefs from the Saffron D'Or restaurant or enjoy music by Nitin Sawhney.
The UK's 50,000 Indian small shop owners had the chance to win tickets to a Test match by putting the Indian Summer poster in their windows.
A huge and varied amount of activity achieved impressive results: 9,700 shops placed Indian Summer posters in their windows, representing a media value of £2.5 million. 170,000 attended events in London and Leeds. And Test match audiences on Channel 4 increased by more than 8 per cent higher than targets.
This campaign more than fulfilled its targets - and created a colourful splash in the process.
TITLE: Channel 4 cricket - Indian Summer
MEDIA AGENCY: Michaelides & Bednash
ACCOUNT DIRECTOR/MEDIA PLANNERS: Jason Gonsalves, Pema Hegan
CREATIVE AGENCIES: Michaelides & Bednash, 4creative
CLIENT: Channel 4
BRAND/PRODUCT: Channel 4 cricket
MARKETING DIRECTORS: Polly Cochrane, Bill Griffin
MEDIA/BRAND MANAGERS: Nick Stringer, Sophie Rouse