Set Max is the official broadcasters of IPL for the 4th time. The expectations are riding high. Be it the viewers, the players, sponsors or the telecasters themselves, as usual IPL is expected to be ostentatious platform for all.
Max is all get set go for the IPL with two presenting sponsors; Vodafone and Videocon and nine associate sponsors; Samsung, Pepsi ,Tata Photon, LG, Havels, Cadbury, Godrej Inds,Hundai and Loreal. The marketing spends this time as told by Max, exceeds all previous IPL spends.
The popularity of IPL can be divided between a lot of different reasons such as Indian and international players playing together as one team, 20-20 format, the ‘special’ cheerleaders and who can forget the birth of the ever so famous ZooZoos. One of the other important reason of IPL popularity is its theme set by Set Max which was’ Manuranjan ka Baap’ in the first year, Ek Desh Ek Junoon in the second year, Saare Jahan Se Accha- Home Coming(IPL came back to India) in the third year and this time it is ’Bharat Bandh’.
‘Bharat Band’ the IPL theme this year focuses on a concept which tells how fanatical Indians are about cricket. It is based on the love that Indians have for cricket as they stop working during a cricket match and it looks like there is a band in the country. There are in total seven campaigns titled ‘Bharat Band’ out of which three are already on air; ‘Politician film’, ‘Bhai film’ and ‘Susheela ki jawani’
Gaurav Seth,VP & Head, Marketing, MAX, said “It’s the biggest property that the channel has, it is something that we look forward to from the advertisers point of view and the sponsors point of view, so it is in our interest to serve it as hot as in our interest. This is a process of creating a 360 degree multimedia campaign. IPL has become a huge national phenomenon. We start from television but move to all other mediums; be it radio, print, outdoor ,OOH, internet etc. the marketing spent is definitely in excess of what we have been spending since there are more no. of teams and there is an extra week this time. Having called IPL Manuranjan ka Baap’, ‘ Ek Desh Ek Junoon’, ‘Saare Jahan Se Accha- Home coming’ the brief given to the agency was how to go beyond and a step ahead with six months of brain storming we came up with ‘Bharat Band’ which states what IPL stands for”
Speaking on the ‘Bharat Band’ concept, Sneha Rajani, Senior Executive Vice President and Business Head, MAX, says, "The DLF IPL communication on MAX has always been unique and path breaking. With the ‘Bharat Bandh’ idea this year, we have an immensely strong idea that the people of India will immediately identify with and relate to as well. We look forward to yet another record breaking edition of the IPL on MAX, this year.”
Rajkumar Hirani, Producer, Canvas Films, said, "When my partner Sanjiv Kishinchandani and I, first heard the idea of the Bharat Bandh, I realised that it had huge potential. If I had the time, I would have directed it myself. The next best way was to produce it, offer inputs and oversee it. Finally Shashank directed them. I feel he has done a brilliant job. I'm sure these films will bring a definite smile to people's faces."
Shashank Ghosh, Director, Canvas Films, commented, "It's been great fun working on the ‘Bharat Bandh’ films. I have tried to depict, with a humorous take on how we all react to the IPL. It’s been a game changer in entertainment in India, and everybody at some level has altered their lifestyles and routines to accommodate it. I hope the people at large will like the series of commercials and wait with bated breath for the IPL to start."
Giving is point of view on the new title and campaigns Prathap Suthan, CCO, iYogi, mentioned, “Without doubt, the bigness of IPL comes through effortlessly. The Bharat Bandh is a fabulous idea and I am sure the agency and the client will have more than just television to drive the idea. The concept of shutting down the country is brimming with advertising opportunity. I just hope they manage to milk it, and milk it greedily. Congratulations for making the idea focused, sharp and I love it that you have managed to get the full excitement of IPL with that pesky yet familiar in-stadium clarion call of sorts at the end. That's one hell of a signature. It condenses the hugeness of IPL into a mere 3 seconds. Well done. And somehow, in the shadow of all this, all the murkiness of the earlier IPL seems to have faded away into the past. Great for the game!”
K.V Sridhar aka ‘Pops, NCD, Leo Burnett, said, “Great idea but not a great execution. Something based on cricket could have been done using such a brilliant concept. The idea of Bharat Band could have been taken to a higher level. In my opinion ‘Susheela ki jawani’ is the best one of all. The execution does not work for me though I’m not taking away the great idea from them.”
IPL since season one has always been very high on expectations. The case this time is also not any different. Only time will tell whether it pays off what is expected out of it; be it from an audience side, sponsor side or the broadcaster’s side.