Amazon India, a presenting sponsor for IPL 2017, launched a new campaign around the IPL T20 theme on Wednesday. The campaign titled India ke Sapno ki Apni Dukaan is Amazon’s first ever IPL-related campaign.
Amazon’s decision to launch a campaign as IPL 2017 kicks off is backed by the knowledge that “the IPL is one of the biggest properties that there is as far as media is concerned,” said Ravi Arun Desai, Director, Mass and Brand Marketing, Amazon India. He added that IPL delivers on reach, frequency, and offers a quick build-up on these metrics in a matter of six weeks.
Speaking about the reach and impact of leveraging the IPL, Desai said that because the IPL is unique in nature, there aren’t too many substitutes for it, so launching a campaign around IPL comes at a certain cost. “And in some sense the cost is higher than most things that we buy,” he added.
IPL themed campaign
The latest campaign is based on Amazon’s most recent branding campaign: apni dukan. “There are various facets that we want to add on to the brand asset ‘apni dukan’. In this instance, we are crafting a campaign fundamentally around the ‘apni dukan’ message but we have layered that on with an emotional tag that we are the apni dukan for the millions of Indians who have aspirations and dreams and at times the only thing holding people back is access to things,” Desai said.
This campaign set in a fictional small town in India follows the journey of an aspiring T20 team. “It portrays, through a series of films, the journey of this aspiring bunch of cricketers who have the talent, put in the hard work but don’t have access to the things (cricket kit, lucky bracelet) that will help take their game to the next level,” he said, adding that Amazon is the team’s partner who helps the team achieve its goals.
So far, as part of the campaign, the videos follow the team from Chonkpur as they try to find a team name, logo, song, equipment, and jersey.
Unique Campaign Activations
The new campaign will be a multimedia campaign that will play out over the course of the six-week IPL T20. On television, the campaign will not be restricted to the IPL spots alone but will also be displayed across channels. “We will be using digital in a very interesting manner. We will be creating a pseudo-live broadcast coming out of the fictional town in which the ad is set every few days based on what they see happening in the championship.” Desai did not reveal any further details about the campaign but he did say that there are parts of the campaign that will be based on what happens during the IPL.
The team at Amazon India also has a surprise planned for customers calling in to the Amazon customer service number to find out about packages and deliveries. “After the campaign has taken shape, you will possibly have the customer service reps respond to you in a certain manner that will be aligned to the campaign thought,” Desai said.
Amazon is treating the fictional cricket team as a real team that is preparing to play in the IPL and has created a music video for the team. The music video will be launched on Thursday, April 6. Amazon India will also be linking the campaign across the e-commerce website.
The campaign has been conceptualized by Ogilvy and Mather Bangalore and directed by Amit Sharma of Chrome Pictures.