The innovative nationwide campaign encourages fans to join in the IPL mania, building on the ‘Come on, Bulaava Aaya Hai’ umbrella campaign
BestMediaInfo Bureau | Mumbai | May 5, 2014
Storyboard Brandcom, a division of Milestone Brandcom group, has launched a pan-India outdoor campaign for the Indian Premier League (IPL) to flag off its seventh season with a bang. Building on the tagline ‘Come on, Bulaava Aaya Hai’, the billboards are snazzy and light up at night with bright cutouts of bugles, calling out to passersby to catch the cricket frenzy on Sony Six and Sony Max.
The high intensity 15-day OOH campaign has gained traction across the country in small towns and mega cities alike. From Jaipur to Chandigarh, Siliguri to Chennai, Storyboard Brandcom has identified close to 6,000 key placements from April 11 to 24, 2014, to maximise the reach of the campaign.
The campaign also features two unique innovations which have been created especially for Mumbai at the prominent locations of Juhu and Mahim Causeway, which have garnered quite a bit of attention. The Juhu creative features a hoisted collar with the tagline and bugles which persuades people to listen to the call of their heart, raise their collars and leave the world behind at the trademark sound to immerse themselves in the world of IPL. The second innovation at Mahim Causeway is a combination of a rotating disc featuring all captains of the eight IPL teams and billboards featuring the tagline and official broadcasters with the tournament dates. With a height of over 10 feet and width of 24 feet, this innovation is hard to miss for the target group that drives by.
Nabendu Bhattacharyya, Managing Director, Storyboard Brandcom, said, “IPL is a landmark property that changed the way sport of cricket was viewed forever. With the ‘Come on, Bulaava Aaya Hai’ OOH campaign, we have used a variety of media vehicles ranging from bus shelters to uni-poles, gantries, wall-wraps, etc., to reignite the viewer’s passion for cricket and invite fans across the nation to cheer for their favourite team in the IPL 2014 championship.”
Vaishali Sharma, VP - Marketing & Communication, Sony Max, said, “Our partnership with Storyboard Brandcom has been a long and successful one. With every campaign they have striven to push the creative limits to the fullest and this year’s Pepsi IPL outdoor campaign is one such example which aptly captures the thought of the campaign.”