The pandemic has changed behaviours all over the globe, bringing large scale changes to most media that audiences consume.

The one thing that hasn’t changed in Pakistan, however, is the love for cricket.

Viewers still are as excited to watch a cricket match on their screens as they were before, as during the time of the pandemic, this has become the only way to witness the sport being played.

Advertisements during cricket matches are usually expensive because they cater to a massive cricket-loving audience, as this air time is considered the best to communicate a message that needs to be spread widely. 

Understanding the passion of the Pakistani audiences for cricket, Lifebuoy has recently signed a partnership with Pakistan Cricket Board (PCB) for the year 2021.

With this partnership, Lifebuoy will be on the ground with the team at every cricket match, promoting their messages and providing the team with Lifebuoy products to keep them safe.

The brand has already reached a billion people with its international commitment to improve hand hygiene habits of global communities.

The latest partnership with the PCB will also enable Lifebuoy to keep players sanitised with hand hygiene products for all home tours planned for the year 2021.

For the brand, this initiative was taken as a means to tap into the sports industry, which can play a vital role in spreading the message of handwashing and maintaining of hygiene.

Speaking of the partnership, Director Commercial, PCB, Babar Hamid, said, “This partnership will be a great boost to both Lifebuoy and PCB, and we are together looking forward to a great year.” 

Appearing on-screen and gaining air time when cricket fans are glued to the screen is tried and tested marketing strategy. More so, viewers are likely to adopt habits they see their favourite players building and engaging in.

This is why Lifebuoy has stepped forward to collaborate with PCB and have some of Pakistan's biggest cricket players frequently use hand sanitisers, encouraging the audience to do the same.

Regular handwashing with soap and the use of hand sanitisers, which claim to kill 99.99% germs is still one of the best ways to protect oneself from the Covid-19 virus.

The year-long partnership will witness many international games being played on the home ground as well with Pakistan hosting South Africa, England, West Indies and New Zealand.

The partnership is in line with Lifebuoy’s vision to commit to visible action through inspiring projects that motivate consumers to improve behaviour towards hygiene and health.

This content is a paid advertisement by Lifebuoy Pakistan and is not associated with or necessarily reflective of the views of Dawn.com or its editorial staff.