Ogilvy Mumbai has created a new campaign for the sixth edition of the Indian Premier League. The ad campaign is themed ‘Koi nahin bachega’ (no one will escape - the excitement of the IPL).
According to Ogilvy, the creative idea for the film came from the fact that in April and May, it is impossible to escape the excitement induced by the IPL.
The film opens with players from the Royal Challengers Bangalore entering their dressing room. As they put on their shoes, a burst of blue paint welcomes them. They run to catch the culprits, only to encounter more blue paint. The film shows more instances of fans trying to colour counterparts with their team colours. The film ends with an old couple joining the fun, as a lady takes a bucket of yellow paint to throw on her husband. A super then appears that reads ‘Koi nai bachega’. The music for the film has been provided by Ehsaan Loy and the lyrics by Ila Arun.
On the idea behind the film, Abhijit Avasthi, national creative director, Ogilvy India, said, “Every summer India comes under the grip of IPL fever. The thrill, the excitement, the anticipation leaves no one untouched, whether you're a fan or not. This fun and mania is what we wanted to capture. IPL ke rang se koi nahin bach saka hai!”
The TV campaign went on air on 8 March and is supported by radio and OOH legs.
Brand: Pepsi IPL 2013
Agency: Ogilvy & Mather, Mumbai
Creative: Ryan Mendonca, Vishal Bagade, Ritik Sachdev, Francis Thomas, Nithin Narayan, Gandhali Karnik, Abhijit Avasthi and Rajiv Rao
Account management: Makarand Nadkarni, Darryl Almeida, Kunal Dangarwala, Dharam Valia and Navin Talreja
Account planning: Aditya Jaishankar and Kawal Shoor
Production: Corcoise Films
Direction: Prasoon Pandey
Producer: Cyrus Pagdiwala
Music: Ehsaan Loy
Lyrics: Ila Arun