What explains TGC’s growing fan following in India?
In a country inundated with ex-cricketers (many of them legends), veteran commentators, coaches & analysts spouting their views on so many channels…
Why do we listen to two little-known Australian blokes who played grade (club level) cricket?
It’s not our fascination with white skin, as most international stars are already available as experts on Indian channels.
One reason – they represent us, the fans, but a highly idealized version with deep knowledge of the game. So even though their chatter is fan-like, the content is rich & well-analyzed. For the intelligent fan, it’s like hanging out with their dream friends when it comes to discussing the game after a match.
They are one of the guys – using cuss words liberally, talking about their last night’s hangover, creating a guy hangout experience that most of us wish we were a part of.
Second is their brutal political incorrectness. They good-naturedly mock the Indian media’s hype and Indian fans’ blind worshipping (deification) of Indian cricket stars. No ex-cricketer or commentator has the guts to do that in the subcontinent. It’s a very Australian thing to do, mock without causing offense. Even when they promote their sponsors, the tone is – ‘it’s silly that we have to do it, but we have to, so please bear with us’.
It’s marketing without the sell-out & fandom without the melodrama, a refreshing change.
That they do all of this with a sense of humor & wit that would do a stand-up proud, makes for a winning combination.
In many ways, #TGC is a lesson for niche, challenger brands – in identifying gaps in the big brand offerings (ex-cricketers, commentators) & creating a more intimate, authentic yet aspirational connect with their audience.
#thegradecricketer #fandom #brandexperience #challengerbrands
Sports Business Head I Growth Services I SportsBiznet
2wCertainly superhero stuff and may resonate with very young fans as well. Great way for #brands targeting younger kids in Mumbai for a collab!