Shan Foods seems to have taken the saying “A brand is useless if it doesn’t connect with the right audiences in a relevant way”, to heart with its latest campaign for Shoop noodles.
They have arranged the country’s first T10 cricket league for the youth of Karachi under the Shoop brand name. Called the ‘Shooper Cricket League 2018’, this is an inter-school tournament which will provide young boys and girls aged 15 to 17 with a formal platform to display their talent. Speaking to ChalkTalk about the event, Ushna Khan, Assistant Brand Manager for Shoop said, “I come from a sports background myself and hence, I not only know how much talent our girls have but also, how little exposure they get. We hope that the Shooper Cricket League will help these girls (and boys) get the exposure they deserve!”
The tournament kicked off with an opening event at Moin Khan Academy in Phase 8, DHA, Karachi on 7th September, 2018 and will consist of multiple matches daily from 8th to 16th of September.
The event will follow international standards of cricket to give the young players a ‘real’ feel. 40 Karachi schools, comprising of 32 boys’ teams and 8 girls’ teams are said to be participating in the event including Karachi Grammar School (KGS), The Citizens Foundation (TCF), Beaconhouse Phase 8, DA Public School Phase 8, Nixor O-Levels, Avicenna, Generations PAF Chapter, The City School PAF Chapter, The International School, The Educators, Karachi Cadet, LGS Phase 8, White House, Bahria Foundation, Sadequain, Bahria College, Happy Palace, Beaconhouse Gulshan, SMB Fatima, City School Johar, Aga Khan, Beaconhouse Korangi, DHA SKBZ, Beach View School, Shaheen Public School, DA Public Phase 8, Beaconhouse Nazimabad, Beaconhouse Phase 8, Roots Millenium School, True Man School System and more.
The event which is being executed in collaboration with Game Plan, Pakistan’s first Sports Marketing and Athlete Management Company, will be hosted by Ahmad Ali Butt, an avid cricket supporter himself. The entire tournament will be held at Moin Khan Academy with Wasim Akram and Bismah Maroof, captain of the Pakistan Women Cricket Team, serving as brand ambassadors for the event.
At the opening ceremony, Wasim Akram appreciated Shan Shoop for arranging the event, especially at Moin Khan Academy which he said was one of the best locations in Karachi for cricket. He also said that it was very important for talent to be recognised and honed at a young age. He advised the players to plan their strategy, work hard and avoid relying on luck.
Shooper Cricket League – Opening Ceremony!
Posted by Shoop Noodles on Friday, September 7, 2018
Maroof reminisced about her own entry into the cricketing arena and reminded the girls’ teams at the event about how lucky they were to have a platform provided by Shan Shoop in order to display and develop their talent – something she never had at that age. She advised them to have fun, work hard and never give up on their dreams!
The opening ceremony also included an introduction to all the participating teams as well as live music and dance performances.
Various television and social media celebrities took to social media to gather favour for the cricket league including Shehzad Roy, Mooro (Taimoor Salahuddin), Farhad Humayun and Ahmad Bilal Khan. Viewers can follow live updates of the matches on Facebook, Instagram and Snapchat.
The matches will be played with hardball under lights on knock-out basis. The semi-finals will be played on 15th September followed by the Final on 16th September. The tournament will end with two Shooper T10 Cricket League champions – one from the girls’ teams and one from the boys’ teams. While the matches will be enthralling to watch, there are also fun activities for families and food stalls for visitors as well.
Shan Shoop was launched in 2012 and is the first noodle brand in Pakistan to target the teens/tweens segment. According to the brand team, this segment is the future of the country and their aim behind the cricket league is to see them rise and be a part of Pakistan’s most loved sport – cricket. They hope to expand into other sports with similar events in the coming years and also strive to reach out to other cities in the country, where raw sporting talent is just waiting for someone to notice them and give them the avenues they need to polish their strength.
We wish Shan Shoop and all the participants in the Shooper Cricket League all the best! And may the best team win!