After Max, Sony Six creates campaign for IPL 2013

The objective of the two short films is to highlight the fact that Hindi commentary for the Pepsi IPL will be on Six, which promises to create a great viewing experience

e4m by Synjini Nandi
Updated: Apr 4, 2013 9:25 PM
After Max, Sony Six creates campaign for IPL 2013

IPL has always been a much anticipated property for broadcasters, advertisers and viewers alike. Given the fact that it enjoys immense popularity, Multi Screen Media has gone all out to ensure that it is leveraged across media platforms through differentiated campaigns that would capture the spirit and essence of IPL 2013.

Earlier we had seen Max launch its marketing campaign for the Pepsi IPL 2013 titled ‘Sirf Dekhneka Nahi’. The campaign ‘Sirf Dekhneka Nahi’ comes from the insight that cricket is not just a game in this country but a passion that moves every Indian to get up to celebrate and dance. The campaign features a series of three short films, three dance instruction videos and one film, all featuring Farah Khan. The channel has also leveraged the same across different media platforms such as television, OOH, digital, etc. to create a buzz.

The campaign has since received an enthusiastic response from the viewers. According to Neeraj Vyas, Business Head, Max, it is one of the most spectacular campaigns that has cut through all age groups, demographics, etc. In terms of numbers, the campaign has received more than 2.2 million hits on YouTube.

After the launch of the much successful campaign by Max, Sony Six is all set to launch two campaigns for the promotion of the concept of the Hindi commentary feed in IPL. The two ad campaigns have been created and conceptualised by Ajeet Shukla, Associate Creative Director and Gerard Jayaranjan, Senior Creative Director from Havas Media.

The objective of the two short films is to highlight the fact that Hindi commentary for the Pepsi IPL will be on Six and will provide the viewers with an amazing experience.

Elaborating on the same, Shavon Baruah, President, West and South India, Havas Worldwide stated, “The product idea is to keep it simple and focussed on the youth who are very familiar with the various elements as well as the jargons that would define these campaigns. Also, everybody knows and speaks Hindi today which would be form the basis of the connect with the viewers.”

The two campaigns would be leveraged through television as well radio, among other media platforms.

The Hindi feed of the IPL will see the Hindi commentators Chetan Sharma, Vivek Razdan, Raman Bhanot and Padamjeet Sehrawat. The Extraaa Innings panel will feature former Indian cricketers Navjot Singh Sidhu, Kapil Dev, Sunil Gavaskar and Ajay Jadeja, along with Harsha Bhogle, Isa Guha and Rameez Raja. The production house for the initiative is Rising Sun Films.

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