Sony Max and Six launch a set of four TVCs for the Pepsi IPL 2014. The campaigns have been created by Havas Worldwide
BestMediaInfo Bureau | Mumbai | March 21, 2014
Click on the image to watch the TVC.
Having won the broadcasting rights for IPL 2014, Sony Max and Six have just launched a campaign called 'Come On, Bulaava Aaya Hai'. Pepsi IPL 2014 is one of the biggest cricketing extravaganzas this calendar and the IPL franchise has grown each year.
The start of the season sees as much excitement as possible, and this is how the campaign tries to portray the IPL. Created by Havas Worldwide, the campaign will also have a catchy IPL theme song which has been composed by Vishal and Shekhar.
Vivek Rao, Executive Creative Director, Havas Worldwide, said, “The campaign idea of 'Come On, Bulaava Aaya Hai' is played on a simple truth – no other property provides more action, more entertainment or more opportunity, whether you're a viewer or a player. So no matter what calling you have, it's the call of the IPL that's most irresistible. After last year's campaign, we needed something that would entertain as well as move the IPL brand forward. This seemed instinctively right.”
The IPL campaign will be on air for four weeks before the start of the 2014 season. It will be expanded to include other mass media like radio, internet, print, outdoor, BTL and OOH. Along with that, it would be available on SonyLIV.com, the online portal for Sony Entertainment Television.
Vaishali Sharma, Vice-President, Marketing & Communications, Max, said, “IPL entices people across age groups, gender and languages. This year's campaign 'Come On, Bulaava Aaya Hai' is a unique thought that stems from the insight of how the passion of IPL overtakes every aspect of these different people's lives, highlighting their hunger for the tournament and eventually creating a huge national frenzy.”
A set of four films has been made under the campaign. Three of them take place in different situations in different people's lives. It finally culminates in the fourth and final TVC.
The first TVC shows a young man who visits his ailing mother. The mother tells him that his father is not the man he knows. While the son is shocked by this news, the IPL tune plays out and he forgets his worries and runs out to watch the match at his local barber's house.
The second TVC shows a girl possessed and a priest who is trying to rid her of the spirit. The priest coaxes, requests and orders the spirit to leave her, but to no avail. However, on hearing the IPL tune, the spirits comes out by himself and rushes through walls and doors to watch the match.
Neeraj Vyas, EVP and Business Head, Max, said, “In India, nothing supersedes the passion for cricket and during the IPL, that passion rises to an all-time crescendo. That is where we draw our latest campaign 'Come On, Bulaava Aaya Hai' emphasising that irrespective of anything that takes place in your life, the calling of the IPL will always reign supreme. This enthralling campaign coupled with world class talent on display is sure to entertain our viewers through this edition of IPL.”
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