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Keep calm, watch IPL – online – on StarSports.com

The campaign, created by Lowe Lintas, marks the first time that a dedicated campaign has been created for online streaming of Pepsi IPL

BestMediaInfo Bureau | Mumbai | April 14, 2014

StarSports-IPL-TVC Click on the image to watch the TVC.

The most looked forward to cricketing event of the year is about to begin. To make Pepsi IPL popular even on digital devices, StarSports.com has come out with a catchy campaign.

Created by Lowe Lintas, the campaign mantra is 'Keep calm, watch Pepsi IPL on StarSports.com' which is what the background music says through the TVC. This also marks the first time that a dedicated campaign has been created for online streaming of Pepsi IPL.

Ajit Mohan, EVP and Head, New Media, Star India, “The campaign reflects our ambition, our commitment to make IPL the biggest online sporting event in the world. We believe that for this IPL, the mobile screen will become the first screen for a large number of sports fans. The creative is a fabulous take on how IPL fans can leverage our service to stay unaffected by the twists and turns that life throws at them. Arun Iyer and Lowe have been fabulous partners for us.”

Earlier this year, Star India licensed the digital distribution rights for Pepsi IPL 2014 from Times Internet. Therefore, to make viewers more aware of their chance to watch it on digital devices, this campaign makes sense. Star India is hoping that with the streaming and video on demand on starsports.com, the Star Sports app and on mobile operator services powered by Star Sports, IPL enthusiasts will get a one-stop destination for not missing out on the action.

Arun Iyer Arun Iyer

“Unlike others, young people actually thrive in the chaos of their multi-demanding life. They achieve this by using handheld devices as a way to chill out from all the madness that surrounds them –and IPL at its core is all about entertainment and forgetting all the mundane-ness. This understanding is what led us to the campaign idea of offering the starsports.com destination as a way to 'Keep Calm' this IPL season," explained Arun Iyer, National Creative Director, Lowe Lintas & Partners.

The campaign tries to focus on the youth who can stay connected with all the IPL action irrespective of where they are and whatever they are up to, since their lives are increasingly busier than ever before. The campaign fulfils this need by offering to them ‘all the action’ on their screen of choice, i.e., handheld and portable devices. The campaign will be heavily promoted on the digital medium so that dialogues can be built around it.

The TVC opens with a group of youngsters sharing a small flat when their electricity goes out. Instead of getting brain-fried, they decide to 'keep calm' and watch Pepsi IPL on their cellphone. Similarly, a man travelling in a crowded local train gets squashed between sweaty co-passengers. But he also chooses to stay calm and watch IPL. A girl getting bored at some distant relative's ‘mundan’ ceremony, an MBA degree holder being made to photocopy pages, a college goer with bad marks getting scolded by his father, or office colleagues taking time out to watch the match…thy are all shown to watch Pepsi IPL on their handheld devices on StarSports.com. A catchy song plays in the background making the portal's name available in the minds of the viewers.

"We really wanted to keep it as raw and real as possible. Very rarely do we get opportunities to cast real faces, and that was exciting. We went about this in a very organic way – kept our instinct alive, more than logic, and kept adding to the script and situations along the way. Basically, we had fun in the entire process without over-braining anything. The entire team that worked on it was young, including the director Kishore Iyyar and the music director Prashant Pillai. That certainly brought in a lot of freshness," said Rajesh Ramaswamy, Executive Director, Lowe Lintas.

Vikas Mehta, CMO, Lowe Lintas, said, “While great content – the ‘keep calm’ video in this case – helps create interest in the brand to deliver business impact, the thought needs to be driven as an ongoing conversation to sustain that interest. We believe brands must create engaging conversations to hold people’s attention in the long-format digital/social space. This is an exciting opportunity for our teams at Lowe Lintas and LinTeractive to join forces and create a seamless campaign for starsports.com.

The videos will continue to play during the IPL season on Star India and other network channels. They have also garnered huge hits on YouTube.

The TVC:

[youtube]https://www.youtube.com/watch?v=vDlv4IAqbjs[/youtube]

Credits:

Client: Starsports.com

Creative Agency: Lowe Lintas & Partners

National Creative Director: Arun Iyer

Director: Kishore Iyyar

Music Director: Prashant Pillai

Sohini.Sen@BestMediaInfo.com

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