DLF IPL campaign arrives as the ‘Baap’ of entertainment on MAX

DLF IPL campaign arrives as the ‘Baap’ of entertainment on MAX

Author | exchange4media Mumbai Bureau | Friday, Apr 11,2008 8:16 AM

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DLF IPL campaign arrives as the ‘Baap’ of entertainment on MAX

DLF Indian Premier League’s (IPL) new TVC tells a story that is ‘poori filmi’. The ‘Manoranjan ka Baap’ commercial on MAX, which is the sole destination for the DLF IPL Championship which begin from April 18, 2008, resorts to the over-the-top masala element of the 80s movies to change the way the world consumes cricket.

The 75-second commercial pitches the DLF IPL Championship as the ultimate destination for entertainment on TV. The commercial amplifies the expression ‘Manoranjan ka Baap’. The TVC narrates the travails of a family of three – a mother and her twin sons named Mano and Ranjan – who go about their lives without the presence of the children’s father. The family is constantly victimised and subjected to barbs by the entire village. ‘Kab aayega tumhara baap?’ (When will your father arrive?) is a never-ending taunt. The twins keep retaliating by saying that their father would definitely return one day. The narration builds to a climax with the woe-ridden woman contemplating ending her life, and that is when the miracle occurs. Her children stop her just in time by screaming that their father has arrived. Cut to children dancing deliriously and kissing the TV set and the voiceover announcing ‘Aa gaya, Manoranjan ka Baap. DLF Indian Premier League. Sirf MAX par.’

T Gangadhar, Vice-President and Head of Marketing, MAX, said, “From a broadcast strategy perspective, the challenge was to find a unifier that binds the entire country – a lowest common denominator that is compelling enough to take on existing TV viewing habits. And that glue can only be our insatiable passion for wholesome entertainment. This is precisely why the DLF IPL broadcast has been positioned as the definitive and ultimate entertainment destination for those 44 days when the League is in progress.”

The TVC has been directed by Rajesh Krishnan of Soda Films. The campaign would be aired extensively on television – on SET Network channels as well as other general entertainment, news, music and regional channels across India. The campaign will also run on radio, cinema, outdoor and on the Internet. MAX will also promote DLF IPL in 150 towns through on-ground activities. These will involve contests, merchandising and other activities. TBWA\ India is the creative agency for MAX.

Tags: e4m

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