Official broadcasters of Indian Premier League Max and Six have launched the marketing campaign for Pepsi IPL 2014 themed ‘Come on, bulaava aaya hai’ (Come on, your calling beckons). The TV campaign comprises four films in the first leg. The campaign has been conceptualised by Havas Worldwide.
The films feature different protagonists is in diverse situations, all drawn to the ‘bulaava’ of the IPL. One of them (above) features a possessed young woman being exorcised of her ghost. The man trying to lure it out is exasperated as the ghost refuses to come out. Upon hearing the bugle sound of the IPL, the ghost jumps out of her person and runs through walls to plonk himself on the couch in front of the TV - to watch IPL 2014. The films sign off with the message that when IPL comes calling, one has no choice but to go.
Other situations featured include a runaway bride, and a son by the side of his ill mother.
Neeraj Vyas, EVP and business head, Max, said, "In India, nothing supersedes the passion for cricket and during the IPL, that passion rises to an all-time crescendo. That is where we draw our latest campaign emphasising that irrespective of anything that takes place in your life, the calling for the IPL will always reign supreme.”
Vaishali Sharma, VP - marketing and communications, Max, added, “IPL entices people across age groups, gender and languages. This year’s campaign is a unique thought that stems from the insight of how the passion of IPL overtakes every aspect of these different people’s lives highlighting their hunger for the tournament and eventually creating a huge national frenzy.”
Vivek Rao, ECD, Havas Worldwide, said, “The campaign idea is played on a simple truth - no other property provides more action, more entertainment or more opportunity whether you're a viewer or a player. So no matter what calling you have, it's the call of the IPL that's more irresistible. After last year’s campaign, we needed something that would entertain as well as move the IPL brand forward. This seemed instinctively right”.
The campaign will be spread across four weeks (until the start IPL of 2014 in mid-April), straddling television, print, radio, digital, on-ground, mobile and OOH.
Client: Multi Screen Media (Max and Six)
Creative agency: Havas Worldwide
National creative director: Satbir Singh
Executive creative direcotr: Vivek Rao
Creative director (Copy): Ajeet Shukla and Seneca Mendonsa
Creative director (Art): Nandini Biswas
President (West & South): Shavon Barua
Vice president: Gaurav Soi
Cheif strategy director: Dhaval Jadwani
Chief strategy office: Sourav Ray
Associate planning director: Archana Iyer
Production house: Keroscene Films