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IPL Season 9 uses kids as protagonists for 'Ek India Happywala'

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IPL Season 9 uses kids as protagonists for 'Ek India Happywala'

The awaited Indian Premier League (IPL) is back with its ninth season and will kick-start on April 9 2016. To promote the sporting event and create hype around it, Sony Pictures Network (SPN) has launched a creative campaign ‘Ek India Happywala’ in order to deliver the message of happiness across the nation.

This year the protagonists of the campaign are the kids, who are the custodians of tomorrow, and it carries a hard hitting social theme which takes the centre stage compared to previous year’s ‘India ka tyohaar’ campaign, which was bent heavily on emotion.

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Strategy & creative execution:

Speaking on the insight behind the 2016 campaign, Vaishali Sharma, VP, Marketing, Sony Max said, “IPL cuts across creed, culture and geographies and it is one of the biggest unifier in terms of the sporting events. It is a great mood changer; people get together for six weeks. So we thought it was a great opportunity to tap into the desires and see the world with hope and optimism. The brief given to DDB Mudra was-- can we give a larger than life dimension to IPL.”

Commenting on how the channel infuses newness in its campaigns every year for the same sporting event which has been running for the last nine years, Sharma cited, “It is one of the most challenging things to do. We work on consumer insights, then figure out how much cricket is there in that particular year, which space consumers are moving in today, based on all of which we sharpen our insights.”

Marketing platforms used:

Like every year, IPL season 9 is also supported by a 360 degree marketing initiative. The campaigns are now being promoted on the network channels and closer to the big launch; they will be marketed across networks, including genres like news, youth, music, sports and a lot of other regional channels. For the time being, an IPL anthem, plus two films have been released and just before the launch of the event, 15 seconder short films will be launched.

IPL Season 9 Vs previous campaigns:

In the last nine years, the creative strategy as well as the positioning of the IPL campaigns has witnessed a major shift. It all started with the ‘Manoranjan Ka Baap’ campaign which positioned IPL as the biggest extravaganza in terms of entertainment and sport.

The highlight of this year’s campaign is to show that IPL binds together people across age groups and gender; it spreads happiness, therefore the tagline ‘Ek India Happywala’, compared to previous year’s campaign-- ‘India ka tyohaar’, which was bent heavily on emotion. The objective was to strengthen the emotional affinity and to highlight the message that there is no other sporting event which brings everyone together during the primetime.

In 2014, the campaign ‘Come on, Bulaava Aya Hain’ aimed to emphasise that irrespective of anything that takes place in our lives, the call of the IPL reigns supreme. A set of four films were made under the campaign.

‘Sirf Dekhneka Nahi’ was the punch-line of the 2013 campaign featuring Farah Khan, urging people to express themselves whenever a wicket falls or a boundary or a six is hit. It invited the audience to shed all inhibition and enjoy cricket. This campaign was conceptualised by JWT and the music for the anthem ‘Dil Jumping Japang Jampak Jampak...gili gili ye’ was composed by the duo Vishal Shekhar.

In 2012, IPL released its campaign ‘Aisa mauka aur kahan milega’ which showcased the opportunity the cricket league brings for its cricket fans every year.

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