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Max lines up 6 TVCs for Pepsi IPL 2013 campaign ‘Sirf Dekhne ka Nahi’

The campaign films will lead to the grand film which will highlight how IPL binds cricket with dance and that nothing can beat the fervour of IPL

BestMediaInfo Bureau | Mumbai | February 20, 2013

Max, the exclusive broadcaster of the Indian Premier League, announced its new marketing campaign for the Pepsi IPL 2013 called ‘Sirf Dekhne ka Nahi’. The campaign comes from the insight that cricket is not just a game in this country but a passion that moves every Indian to get up to celebrate and dance. The campaign has been conceptualised and created by JWT and directed and filmed by noted ad film director Rajesh Saathi of Keroscene Films.

Max has roped in well-known choreographer Farah Khan to establish three unique signature dance moves for the campaign, namely, for a four, a six and a wicket. The campaign will feature Farah Khan asking viewers to let go of their inhibitions and groove to the tune of the Pepsi IPL 2013 in support of their favourite teams.

(L-R) Gaurav Kapur, Vishal Dadlani, Farah Khan, Shekhar Ravjiani, Neeraj Vyas and N P Singh

Talking about the upcoming season of Pepsi IPL 2013, Neeraj Vyas, EVP and Business Head, Max, said, "A cricket crazy nation like ours needs to be more involved in the game then just being mere onlookers. Through the campaign ‘Sirf Dekhne ka Nahi’ we want to encourage the audience to not just watch the Pepsi IPL but to participate and rejoice every moment of the game with adrenaline-charged dance moves choreographed by Farah and get hooked to the game by actively participating throughout the season.”

The campaign will feature a series of three short films, three dance instruction videos and one big grand film, all featuring Farah Khan. The three short films will showcase women, working professionals and families celebrating the Pepsi IPL 2013 together with Farah Khan teaching them the signature dance steps. These campaign films will lead to the grand film which will highlight how IPL binds cricket with dance and celebration and nothing can beat the fervour of Pepsi IPL 2013.

To make the campaign a nationwide sensation and to add to Farah Khan’s incredible dance moves, Max has also roped in the popular music director-singer duo Vishal and Shekhar who have composed a very catchy and quirky tune for the campaign.

Commenting on the growth of property and the objective behind the campaign launch, NP Singh, COO, Multi Screen Media, said, “IPL as you know is a very strong property and a popular brand. In the last five seasons, we have seen the total viewership do very well. In this season our objective is to engage the viewers more with IPL and the carnival that we create around the property and hence we came up with this campaign. So they don’t just sit and watch the games but also participate in them and enjoy them. As for sponsorships and ad sales, we have got a very positive and strong response from advertisers and will talk more about that in due course.”

Gaurav Seth

Speaking about the campaign, Gaurav Seth, Senior VP - Marketing & Communications, Max, said, “Keeping with Max’s tradition of launching innovative and clutter-breaking communication comes  ‘Sirf Dekhne ka Nahi’ – a unique thought based on a key insight on how Indians view the league. We expect the viewers of Pepsi IPL to be extremely involved and this is what the campaign brings alive.”

Stretching across a six-week period till the launch of the tournament, the Pepsi IPL 2013 campaign will have a complete 360-degree rollout across mass media. Starting with the campaign films on television, the communication will be seen by viewers across mediums like print, radio, digital, outdoor, mobile, BTL and OOH. The campaign can also be viewed on

Seth further said, “Of the six films being launched, the first film breaks today and the next two will break in a staggered manner, so that viewers can watch all of them. Television will play a key role and there will also be a film which will break around the 10th to 15th of March which will show Farah Khan going across the country teaching people the dance steps. Apart from that, we will use radio, activations and hot-spots. It’s an entire 360 degree campaign!”

“The idea is to communicate ‘Sirf Dekhne ka Nahi’ which is so vibrant that we actually thought of launching a film basis to the TVC. Last year, we launched a campaign, ‘Aisa Mauka ab Kaha Milega’, where we launched screens showcasing matches all through the IPL in housing societies! We also went to malls and other areas to carry out engagement. This year the idea is the same with a different thought – on April 3, we will have people dancing to the tunes of IPL,” concluded Seth.

The TVCs:



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