SET MAX has commenced its campaign for the attention of viewers come April 8, 2011, for the fourth edition of the DLF Indian Premier League. Three brand films by JWT are already on air, with four more to follow.
Sneha Rajani, senior executive vice president and business head - MAX, said, that the fact that this edition of DLF IPL-4 would follow soon after the ICC World Cup was never a worry; it was only about making the campaign bigger and better.
Watch the interview with Rajani
She elaborates on the brief for the campaign given to JWT, "One, was that we wanted to make the line bigger and better than the last three editions - 'Manoranjan Ka Baap', 'Ek Desh, Ek Junoon', and 'Saare Jahaan Se Achcha'. Two, it also has to convey that it can't get bigger than this, in a different way. Three, it has to be a mass campaign and not one for purists." 'Bharat Bandh' found unanimous agreement. "The line is so strong that we felt it was a fabulous platform for us to build on," she said.
The creative duo at JWT behind the campaign are Steven Mathias, senior creative director, and Priya Pardiwalla, vice president and senior creative director. They told Campaign India that they presented only one idea, which was approved.
Watch the interview with Mathias and Pardiwalla
Radio, programming, outdoor and virals, are the other mediums the campaign will tap.