The fun-filled campaign titled Bharat Bandh consists 7 films conceptualized by JWT; watch the TVC here.
Neha S | Delhi | March 1, 2011
MAX, the official broadcaster of the DLF IPL, unveiled its marketing and communication campaign today. Targeted at promoting the upcoming DLF IPL 2011 tournament, the positioning adopted by MAX this year is "IPL on, toh Bharat Bandh". Stretching across a period of 6 weeks till the launch of the tournament, the communication would be a complete 360 degree rollout across mass media.
Starting with the films on television the communication would be seen across television, print, radio, internet, billboards, mobile, BTL and Out of Home. There are a series of 7 films which will be released over the next few weeks at weekly intervals. Each of these humorous films describes what happens in India when the DLF IPL is on.
Created and conceptualized by JWT, MAX's creative agency and directed & filmed by noted ad film and feature film director Shashank Ghosh, this series of films is being produced by the award winning and history creating director Rajkumar Hirani. Backed by hilarious scripts, Raju's amazing inputs and Shashank's incredible comic sense, the films promise to entertain and build incredible momentum to the DLF IPL 2011 campaign.
Speaking on the campaign, Sneha Rajani, Senior Executive Vice President and Business Head, MAX says, "The DLF IPL communication on MAX has always been unique and path breaking. With the “Bharat Bandh” idea this year, we have an immensely strong idea that the people of India will immediately identify with and relate to as well. We look forward to yet another record breaking edition of the IPL on MAX, this year”.
Rajkumar Hirani (Producer-Canvas Films) said, "When I and my partner, Sanjiv Kishinchandani, first heard the idea of the Bharat Bandh, I realized that it had huge potential. If I had the time, I would have directed it myself. The next best way was to produce it, offer inputs and oversee it. Finally Shashank directed them. I feel he has done a brilliant job. I'm sure these films will bring a definite smile to people's faces."
Shashank Ghosh, director, commented, "It's been great fun working on the “Bharat Bandh” films. I have tried to depict, with a humorous take on how we all react to the IPL. It's been a game changer in entertainment in India, and everybody at some level has altered their lifestyles and routines to accommodate it. I hope the people at large will like the series of commercials and wait with bated breath for the IPL to start."
DLF IPL 4 is all set to take over one and all from 8th April 2011 onwards till the 28th of May.
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