In its tenth year association with the Indian Premiere League, Sony MAX, Sony SIX and SONY ESPN, the official television broadcasters of the Indian Premiere League (VIVO IPL) unveiled their new campaign with the message ‘10 Saal Aapke Naam.’
The campaign consists of an anthem, six ad films and a mash-up (a music video of all the tracks composed over the last six years). The films encapsulate the fervour and madness of the fans across gender, generations and geographies. The films celebrate different types of fans, be it the ‘Antaryami Fan’ who year after year predicts with confidence but never do his predictions come true though that does not deter him from predicting; the ‘Vehemi fan’ who fears that if he watches the match his team will lose so every time his team plays he is seen standing outside the door, be it a restaurant, a store or even his own house and the ‘Under Pressure fan’ who will even postpone nature’s call and choose to stay uncomfortable but will not budge from the television screen till the last ball is delivered. Through these films, the network wants to convey its gratitude to the scores of fans who have made VIVO IPL a brand synonymous with happiness, togetherness and celebrations. The campaign, including the jingle, will be dubbed in Hindi, Kannada, Tamil, Telugu and Bengali.
Neeraj Vyas, Senior EVP & Business Head, Sony MAX cluster, SPN, said, “Over the last nine years we have seen the tournament grow in terms of stature, viewership and the buzz that it creates and hence it was only logical to make the tenth year a grand celebration. The marketing campaign borrows from real life insights on how viewers of VIVO IPL engage and involve themselves with the game. We believe that the fans are instrumental in making this tournament the mega blockbuster that it is and that is why this year’s campaign is an ode to the VIVO IPL Fan.”
The network worked with creative agency DDB Mudra for the campaign which took tentatively three months to execute. Given that IPL is completing 10 years, commenting on the pitch given to the agency, Vyas added, “The fans need to be the focus this year. It’s a thank you campaign. This was the easiest campaign to crack as far as the thought is concerned. But the creatives took a lot of time.”
Apart from leveraging their own network, Sony Pictures Network will be taking the IPL campaign to news and regional channels to ensure they are not missing out on any space. “South and east will be a big focus,” he said.
The anthem, released last week, garnered 5 million views in just 2 and a half days, revealed Vyas. There will also be engagement exercises including quizzes and contests till April 5, when the tournament will start. Also, BCCI’s Fan Park, its on-ground initiative, will continue.
The network has signed on 13 sponsors for the tournament which ‘reaffirms their faith on IPL’, said Vyas. He elaborated, “It’s a potent advertising tool with a high recall value. It has the highest reach and ratings during the time it is aired. If you look at Indian and Chinese smartphone brands such as Vivo, Oppo, Karbonn and Micromax they are all IPL products, so to say. All of them have grown using this platform.”
Vivo, Amazon and Vodafone are the co-presenting sponsors. Other sponsors include CEAT Tyres, Polycab, MakeMyTrip, Vimal Pan Masala, Yamaha Motors, Frooti, Voltas, Havells, Parle Products and Yes Bank. “We’re pretty much sold out as far as the sponsors are concerned,” added Vyas.
This year the broadcaster is expecting to clock in Rs 1300 crore in advertising revenues from the upcoming tenth season, as against Rs 1100 crore it earned in the previous season, as per media reports.