The theme of the mega multi-media campaign to launch the DLF IPL celebrates the ‘mauka’ or opportunity that the cricket jamboree brings to millions of viewers and cricket fans
BestMediaInfo Bureau | Delhi | March 20, 2012
SET Max, the official broadcaster of DLF IPL, has unveiled its marketing and communication campaign titled ‘Aisa Mauka Aur Kahan Milega’. Stretching over six weeks till the launch of the tournament, the DLF IPL campaign has a complete 360 degree rollout across mass media. Starting with the films on television, the communication would be seen across print, radio, internet, outdoor, mobile, BTL and out of home.
The theme of the mega campaign to launch the fifth season of IPL celebrates the ‘mauka’ or opportunity which IPL brings for the millions of viewers and cricket fans in every walk of life.
The Max campaign is a series of four short films leading to a grand opening film. Each of these light-hearted, humorous films describe how DLF IPL gives a ‘mauka’ to families to come together to watch the cricket jamboree, or for friends to bunk work and enjoy a match, and for kids to use it as an excuse to stay up late to watch the matches. The grand film shot on a huge scale shows how a town in India gears up to watch IPL. Backed by an incredible comic sense and coupled with real life situations which the viewers will relate to, this campaign promises to entertain and build huge momentum for DLF IPL 2012.
Neeraj Vyas, EVP and Business Head, SET Max, "We set out to create a unique piece of communication for a very unique property, which is the DLF IPL. We are proud to bring our viewers the ‘mauka’ to enjoy DLF IPL 2012 and we are certain that our communication campaign ‘Aisa Mauka Aur Kahan Milega’ will only take the this tournament to greater heights. The films capture the one emotion that binds our country – the undying passion for cricket everywhere.”
Talking about the campaign, Gaurav Seth, Senior VP, Marketing & Communications, SET Max, said, “The IPL campaigns on Max have always been distinctive and path-breaking. With the ‘Aisa Mauka Aur Kahan Milega’ campaign this year, we want to bring alive the obsession and passion of IPL, which brings people together across the country, with their friends and families, to enjoy the biggest extravaganza on Indian television. We look forward to yet another record breaking edition of DLF IPL on Max this year.”
On the use of different mediums, Seth said, “Ensuring the maximum impact, the campaign is on-air across 75 TV channels. Along with Hindi, the communication has been created in all the regional languages also. Similarly, the campaign will be on full swing on most of the FM stations. In outdoor space, we have captured high visibility sites of all sizes across 70 towns pan India. We will leverage the digital medium to engage the audience with interactive campaigns.”
“For the first time, the opening ceremony is being organised one day before the tournament begins with Amitabh Bachchan, Salman Khan and several other celebrities. While our campaign leads to the launch of the tournament including the opening ceremony on April 3, we have planned a major road block in print across all newspapers on April 4,” added Seth.
The campaign has been created and conceptualised by JWT, Max's creative agency, and directed and filmed by ad film director Rajesh Sathi of Keroscene Films. Apart from being the story and screenplay writer of the film ‘Main Hoon Na’, he has also made many award winning brand films.
Sathi said, “It has been a fun journey creating the communication campaign for DLF IPL. While the four smaller films – ‘family photo’, ‘phupaji’, ‘summer vacation’ and ‘friends’ – have simple insights, the finale film is a ‘dhamaal’, earthy India street film shot with a massive crowd. Ravi K Chandran has shot it aesthetically and R Anandh has created the music including the rock qawalli ‘Tashreef tokra’ with lyrics by Manoj Yadav."
Priya Pardiwalla, VP & Senior Creative Director, JWT, explained, "For this edition of DLF IPL, we have created a campaign that's very real and based on strong human insights.”
Steve Mathias, AVP & Senior Creative Director, added, "The campaign focuses on opportunities and how IPL touches people's lives. It's been a great team effort. While Rajesh became a part of the writing process, Priya and I became a part of the making and production team. Max, JWT and Keroscene have collaborated and worked together as one soul."