Top Story

e4m_logo.png

Home >> Digital >> Article

Na life rukegi, na game rukega, says Hotstar's new commercial for Vivo IPL 2017

23-March-2017
Font Size   16
Na life rukegi, na game rukega, says Hotstar's new commercial for Vivo IPL 2017

Hotstar, one of India’s leading video-on-demand platforms, today launched its Vivo IPL 2017 commercial, a clarion call to get ready for the most avidly watched cricket tournament of the year. Hotstar, which is the exclusive digital streaming partner for Vivo IPL, has kicked off its campaign with a 60 second film, to be followed by shorter films as the campaign progresses. The campaign has been conceptualised by independent agency Creativeland Asia.

The film, set to a track composed by Sneha Khanwalkar and performed by rapper Naezy, opens with people from different walks of life in a typical Indian city, getting their game face on. What’s different, however, is that as opposed to the years where IPL meant life grinding to a halt, we see fans going about their lives, while effortlessly catching all the unpredictable and hot IPL cricket action.

Commenting on the film, Ajit Mohan, CEO of Hotstar, said, “With Hotstar, the old narrative of cities turning into ghost towns during IPL is passé. The audience’s lives have gotten busier and thanks to IPL on mobile with Hotstar, there is no longer any need to make a trade-off between your passion for cricket and going on with daily life. The action on the field can heat up at any time and Hotstar is your ally for not missing a single hot moment, no matter where you are. Na life rukegi, na game rukega.”


Sajan Raj Kurup, Founder and Creative Chairman, Creativeland Asia, said, "This has been an unbelievably action packed project from the word go. The insight was that Hotstar allows you to go about your life while still catching all the IPL action live. So, no matter what you're doing - working, studying or travelling, with Hotstar you're constantly in a state of readiness to catch every bit of every hot match. The fielding stance is a great metaphor for readiness. We used this metaphor to show people around the city being ready for every ball of the IPL.  From the script idea to the composition of the music/lyrics and shooting from road to road with a smallish feature-film crew, this is perhaps the most anecdotal project we have done in recent times."

Cricket fandom is a ubiquitous phenomenon and with its exclusive Vivo IPL digital partnership, now in its fourth year, Hotstar projects that it will be the first screen for cricket fans this Vivo IPL with more viewers on mobile than on TV, across 1 million plus population across towns in India.

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

V-Guard Industries, a household name for consumer electrical appliances in India, has revamped its logo in order to reflect the strength gained by the brand over the years. The company has also unveil...

The report reveals that there has been nearly 5 times more growth in video consumption in the last 12 months, with 96 percent of all usage being focused on long form video

Gopalan currently leads the Indonesia operations of P&G, and will be taking over from April 1st, 2018 as Al Rajwani is set to retire after 37 years with the company.