Esports and skill gaming platform – Mobile Premier League (MPL) – has launched its ‘Hai akal, khelo MPL’ (Have brains, play MPL) campaign for the IPL. The seven-film campaign features a human brain as the protagonist, with the central idea that anyone with a brain or ‘akal’ (intellect) can create a fantasy team on MPL with their knowledge of cricket. Three of the seven films are live at the moment, for which actor Vijay Raaz has lent his voice.
The Womb has conceptualised the campaign.
Abhishek Mahadevan, senior vice president, growth and marketing, MPL, said, “This IPL, we decided to go back to the basics of fantasy cricket, which is to make the best possible team by using your knowledge of the game and your thinking skills. By giving the human brain its own manifestation as a protagonist and by using some very well-known Hindi sayings that we can all relate to, we hope these films resonate with the masses. The initial response has been very kind and encouraging and we hope the audiences love all seven films in this campaign.”
Navin Talreja, founding partner, The Womb, said, “Passion and love for the game of cricket can at best make someone a great fan of the game. But to play the game either in real life or in the form of fantasy one needs skill. Skill in the form of strong analytical skills and strategic abilities to create the best teams, game after game. Our attempt was to bring this alive by creating the brain itself as a device. The campaign uses popular idioms associated with the brain to generate popular appeal.”
The films will be seen across TV and digital platforms.
CREDITS:
Agency: The Womb
Founding partners: Navin Talreja, Kawal Shoor
Creative team: Suyash Khabya, Gunjan Gaba, Shreyas Manjrekar
Planning and research team: Mittu Torka, Trisha Mukerjee, Ipshita Khan
Account management: Dhaval Jadwani, Syed Nabeel, Prachi Bajoria
Production house: Early Man Films
Director: Abhinav Pratiman
Executive producer: Anand Menon
Producer: Amarjeet Phukan
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