As the official broadcaster of the Indian Premier League, SET MAX has unveiled its latest campaign around the popular T20 league's third season.
The campaign is a tribute to the home-coming of the league, whose second season had to be held in South Africa last year due to political pressures.
JWT is the creative agency on record for SET MAX.
View TVC here
Gaurav Seth, VP-marketing, SET MAX said, "The 2010 edition will see the Indian Premier League in India itself and the brief to the agency was to reflect the 'Welcome Home' spirit. The TVC aims to showcase India as the best place to play the league."
Seth added, "It is a two-part campaign. The first part had captains expressing how much they missed playing in the country. This is the second part of the campaign."
Debu Purkayastha, VP and creative director, JWT said, "It was a simple brief and that was Saare Jahaan se Accha. The country, the fans were happy that the IPL was back on home turf. So it worked on various levels. It was talking about India being the best place in the world. It is the best place to play the IPL, for it was born here. SET MAX is the best place to watch IPL, as they are the official broadcasters. The challenge was to make it grand and a visual delight."
Purkayastha added, "The objective was to have a pan-India feel and show a welcoming flavour. The music was an important element and had to have a 'goosebump feel' to it. The two perspectives were to be clearly demarcated - one, the captains represented the teams' voice and said they missed the country, the fans, the madness and the passion for the game. And two, the fact that the fans missed them terribly and wanted to give them a fabulous welcome. They were happy that the IPL was back and all were gearing to welcome the teams."
Client: SET MAX
Creative agency: Team HTA
Production house: Storytellers
Director: Arun Gopalan
Post-production studio: Prime Focus / Prime Focus Plus
Media used: TV/outdoor