'Ab Har Galli Se Niklega Hero captures the spirit of gaming and celebrates gamers'
Sagar Kapoor, Chief Creative Officer, Lowe Lintas spoke about the production and execution of the ad films for the Mobile Premier League's campaign ‘Ab Har Galli Se Niklega Hero’
Sportstars attract immense respect and recognition, mainly because a sport brings together nationalist pride with skills of the game. Keeping this in mind, the ad campaign ‘Ab Har Galli Se Niklega Hero’ featuring cricketing-star Virat Kohli.was created for the Mobile Premier League by Lowe Lintas Bangalore as the creative agency. The campaign celebrates budding heroes from the streets of India, showcasing a series of four high-energy anthems rendered in unique desi flavours celebrating heroes from across the country.
Sagar Kapoor, Chief Creative Officer, Lowe Lintas spoke to exchange4media about the production and execution of the ad films for the campaign ‘Ab Har Galli Se Niklega Hero’.
A grand launch campaign that will help MPL move from 700,000 daily active users to 10 million daily active users.
The campaign idea rests on the insight that for a billion-strong nation there are few national icons who inspire a sense of pride creating unconditional love and acceptance. Sportstars, in particular, attract immense reverence, respect, and recognition, primarily because a sport brings together nationalist pride, skills of the game, and fame. 'Ab Har Galli Se Niklega Hero' packs this insight and fills this perceptional void of inspiring sport stars with avid gamers across the country.
The creative vision was to capture the spirit of gaming and to celebrate gamers.
The challenge was on the scale of the executions. We had to cover four zones for the campaign. Also shooting with Virat within the given timeline had to be managed. But it all happened really well with Chrome Pictures executing it with us.
How will you leverage by using Virat Kohli, a star cricket player in your ad campaign?
Virat is the perfect ambassador for our message. He introduces the 'Har Galli Ka Hero' to the audience. He also embodies the spirit of playing hard yet enjoying the game.
Experts weigh in: Was the ad impactful enough?
Ananda Ray, Creative Head, Rediffusion Brand Solutions is of the opinion that the ads were fun to watch and full of vibrant energy. He says that it was interesting to see that they managed to keep the tonality and spirit the same while customising them according to culture and region. “May not be award-winning creatives but the films are infectious, with an identity of its own and they made the excitement of gaming palpable. All of this, along with the refrain ‘Hero Banna Hai? Toh MPL Khel, Na!’ should make the films familiar and easy to remember, while creating a singular identity”, remarked Ray.
The ad was vibrant according to Jagdeep Kapoor, CMD, Samsika Marketing Consultants. He said that it triggers a certain level of excitement which instills a high brand recall. “The colours, brand ambassador and the music, clearly invite you to participate to play with enthusiasm. It indicates that this brand has entered your life and will allow you to play, enjoy and win”, stated Kapoor.
For Arijit Sengupta, Senior Creative Director, FCB Ulka, Delhi, King Kohli created a big bang with this power-packed, adrenaline-fueled series of films which are high on music, scale and everything that is quintessentially Bollywood. “The campaign creates great stature for the app and appeals to a slightly more base level audience that gets easily attracted to the boom and the bang”, remarked Sengupta.
Kohli’s flamboyant charisma gets the same power flowing through the series of films capturing the length and breadth of India. But what does it lack? “Somewhere down the line, we all recall having seen and heard something like this, especially with the hype around IPL every year. The KKR anthem, the Dhoni CSK song, the Rajasthan Royals anthem, the IPL Carnival commercial, they all come to mind without much effort. The song and dance, the gyroscopic beats, the cheering crowd, it all seems a little déjà vu inducing. All in all, great attempt at scale and grandeur, but one that falls short on the originality scale”, commented Sengupta.
Speaking about brand recall Sengupta stated, “The communication needed to have been either format breaking (like Vodafone did with Zoozoos in the first IPL), or at least strategically sharper. Currently, it’s neither. It does is a good job of entertaining the viewer for 60 seconds. But in my opinion, this isn’t enough to instill brand recall”.
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