Along with the English and Hindi feeds, the network will be broadcasting the tournament with Bengali, Tamil & Telugu feeds. Marketing spends have been hiked by 15% this year
BestMediaInfo Bureau | Mumbai | March 11, 2015
Sony Max and Six, the official broadcasters of the Pepsi Indian Premier League (IPL), have unveiled the marketing campaign, conceptualised by DDB Mudra, surrounding the cricket tournament. This year, the tournament will be broadcast in five different languages – viz. English, Hindi, Bengali, Tamil and Telugu. A series of teaser films and an anthem have been released as part of this marketing campaign.
For IPL 2014, the television viewership figures for the Multi Screen Media-owned Sony Six and Max had gone up 5 per cent for the first 54 matches, from 175 million in 2013 to 184 million in 2014. Neeraj Vyas, Senior EVP and Business Head, Sony Mix, Sony Max and Max 2, expects it to grow further. “This year, there will be 56 matches in all. We expect to see at least a 10 per cent increase in viewership this year. Given the fact that India has done very well, the tone of this campaign is about celebrations and also the fact that we are doing so many more languages. It will definitely grow from last year,” he remarked.
Commenting on the addition of language options, Vyas pointed out that as Hindi-language feeds were contributing to over 70 per cent of the viewership on cricket, the regional language feeds were also expected to contribute significantly to the viewership. While noting that there would be a common ad feed of the regional languages, Vyas observed that the network was still undecided about their broadcast plans pertaining to the language feeds. “We are still evaluating whether to launch a new channel or allow viewers to switch feeds on DTH platforms or have language-specific feeds according to the regions,” he said.
Vyas informed that the network had lined up some innovations in the digital space, which would be rolled out in the coming weeks. When asked about the marketing spends, he said that the budgets had been increased by 15 per cent as compared to last year’s.
Titled ‘India ka Tyohaar’, the campaign began with teaser films and will have shorter edits of the main film featuring an anthem created by music directors Salim-Sulaiman. The three prequels are set in distinct situations of people’s life, ending with the common message of ‘India Ka Tyohaar’.
Speaking about the campaign, Vyas said, “Pepsi IPL reaches out to people across age groups, gender and languages. This year’s initiative, ‘India ka Tyohaar’, is a unique thought that stems from the insight of how Pepsi IPL over the years has grown to be a huge festival, which people celebrate together. It is a perfect blend of cricket, entertainment and festivity packaged in one.”
Sonal Dabral, Chairman and Chief Creative Officer, DDB Mudra Group, added here, “If cricket is a religion in India, Pepsi IPL is its only true festival. Unlike any other sporting event in the world, it’s a microcosm of the passion, fervour and madness that envelops our country whenever cricket is played, uniting hearts and minds in its wake. And unlike any other festival in India, this is one festival that every Indian celebrates. It’s got the colours of Holi, the festivity of Diwali, the brotherhood of Eid and the joy of X-Mas. What else can you call it, but one amazing ‘India Ka Tyohaar’?”
Stretching across a four-week period till the launch of the tournament, the campaign is expected to have a complete 360-degree rollout across mass media. The communication will be seen by viewers across mediums like television, print, radio, digital, on-ground, mobile, BTL and out-of-home.
The film (India ka tyohar):
Client: Sony Max and Sony Six
Creative Agency: DDB Mudra
Chief Creative Officer: Sonal Dabral
Production House: Crazy Few Films
Director: Anupam Mishra