Max, the official broadcaster of the DLF Indian Premier League, has released its communication campaign for the fifth edition of the game. The campaign is titled ‘Aisa mauka aur kahan milega’. The campaign has been created and conceptualised by JWT, Max's creative agency. It has been directed and filmed by ad film director, Rajesh Sathi of Keroscene Films.
Last year’s IPL season saw the ‘Bharat Band’ campaign. This year’s campaign is built on the premise that cricket lovers, above all, want an opportunity to watch a match.
Talking to exchange4media, Gaurav Seth, Senior Vice President, Marketing and Communication, Sony Max said, “There are different ads on air with the same core message and we will stick to them throughout the tournament. We have taken this campaign to the next level through social media websites as internet has today become one of the prominent sources of promotion.”
The company is also running contests on YouTube, Facebook and Twitter wherein cricket fans can take part and win tickets.
Sharing the promotion strategy, Seth said that the campaign will have a complete 360-degree rollout across mass media. Starting with the films on television, the communication will be seen across television, print, radio, internet, outdoor, mobile, BTL and OOH.
“We have invested 20 per cent more than what we did last year,” said Seth, talking about the change in the marketing budget.
Priya Pardiwalla, VP and Senior Creative Director, JWT said, “This year we have created a campaign that is very real, rooted and based on strong human insights as compared to last year’s campaign that was more of an exaggeration.”
The fifth session of the cricket league will begin from April 4, 2012.