Hotstar, the official streaming partner for the Vivo IPL, has rolled out its campaign for the upcoming tournament. The campaign has kicked off with a 60-second film that has been conceptualised by Creativeland Asia.
The film is set to a track '#TaiyaarReh' (be ready). It shows people across different walks of life getting ready to watch an IPL game. However, since they're watching it through their mobile, they do so while doing their daily chores.
Ajit Mohan, CEO, Hotstar, said, "With Hotstar, the old narrative of cities turning into ghost towns during IPL is passé. The audience’s lives have gotten busier and thanks to IPL on mobile with Hotstar, there is no longer any need to make a trade-off between your passion for cricket and going on with daily life. The action on the field can heat up at any time and Hotstar is your ally for not missing a single hot moment, no matter where you are. Na life rukegi, na game rukega."
Sajan Raj Kurup, founder and creative chairman, Creativeland Asia, said, "This has been an unbelievably action packed project from the word go. The insight was that Hotstar allows you to go about your life while still catching all the IPL action live. So, no matter what you're doing - working, studying or travelling, with Hotstar you're constantly in a state of readiness to catch every bit of every hot match. The fielding stance is a great metaphor for readiness. We used this metaphor to show people around the city being ready for every ball of the IPL. From the script idea to the composition of the music/lyrics and shooting from road to road with a smallish feature-film crew, this is perhaps the most anecdotal project we have done in recent times."
Shorter films will also be rolled out as the campaign progresses.