After the tremendous success of the ‘Mauka Mauka’ series by Star Sports for World Cup cricket, the channel is back with its latest ‘Mauka Mauka’ ad for the upcoming Pro-Kabaddi League- Season 2. It is said that when one door gets closed, the other gets opened. In order to communicate that message to all the sport lovers, Star Sports has roped in Bollywood actor Salman Khan in its latest ad. The film which got launched on the day of the semi-final match between India and Australia has gone viral and has clocked more than 50,000 views on YouTube till now.
The TVC opens with the ‘Mauka Mauka’ boys watching a cricket match together at home, when Salman Khan gives them a surprise visit. He dances to the tune of ‘Mauka Mauka’ when Vikas Malhotra, the actor who played the role of the Pakistani supporter in the earlier Mauka films asked him ‘Now what is the Mauka?’ Salman then informed him that ‘Jab Ek Jata Hain, Dusra Aata Hain’ which demonstrated that with the exit of the World Cup, the next biggest sports extravaganza- Pro Kabaddi League- Season 2 will soon come on Star Sports and Star Gold.
It indeed is a smart way to use the momentum of the World Cup to promote the Pro-Kabaddi League. Also, the presence of Salman Khan is not only helping it to grab eyeballs, but it is also generating a lot of positive conversations on the social media channels.
You can watch the ad here:
According to Naresh Gupta, Managing Partner, Bang in the Middle, “It is a lovely ad, neat way to extend the feel good of a cricket campaign to another sport. I like the way Salman is used in the ad. Pro Kabaddi is not something that people will naturally want to watch, but by using the #mauka traction they are making the sport conversational. The biggest gain Kabbadi can have is to become a part of conversation like cricket.”
He suggested that the Indo Pak rivalry can be made to work here also as they are the top two nations in Kabaddi. It will actually be fun to watch such a thing.
Rajiv Changrani, Brand Solutions Head, Gozoop said, “Yes, I liked the ad and the whole concept was very innovative. It is not like the most ads that publicise the products (in this case a match). After every win, I look forward to a Mauka ad.”
Is Star Sports over doing the Mauka thing? To which Changrani said, “No, they are not overdoing it as it instantly connects me to the brand. However, the Mauka theme may eventually get mind numbing for sports enthusiasts, hence I am not sure if it is a wise decision to use it to promote Pro Kabaddi.”
Pratik Gupta, Co-founder, Director – New Business & Innovation, FoxyMoron said, "I liked the ad more because of its timing. It is actually a smart move by Star Sports because anyways everyone was skeptical about India reaching the World Cup finals. So instead of creating more on the 'Mauka Mauka' cricket thing, the channel decided to extend it to create hype and curiosity around the new Season 2 of Pro-Kabaddi League."
Gupta agrees that Star is riding on the 'Mauka Mauka wave' and even though it looks stretched, the ad works for sure. Also the presence of a super star like Salman helps to pull crowd and appeal across age groups.