Campaign India Team
Feb 20, 2013

MAX urges all to dance and celebrate cricket this IPL season

WATCH the ad films created by JWT

Sony MAX, the exclusive broadcaster of the Indian Premier League announced its new marketing campaign for the Pepsi IPL 2013 called ‘Sirf Dekhneka Nahi’.  The campaign ‘Sirf Dekhneka Nahi’ comes from the insight that cricket is not just a game in this country but a passion that moves every Indian to get up to celebrate and dance.

Drawing from this insight, MAX roped in Farah Khan to establish three unique signature dance moves for the campaign, namely for a four, a six and a wicket. MAX’s campaign will feature Farah asking the viewers to let go of their inhibitions and groove to the tune of the Pepsi IPL 2013 in support of their favourite teams.

The films have been created and conceived by JWT.

Watch one of the other two TVCs here. The third film will break on air soon. (The story continues below)

These three films will eventually lead to a main film which will highlight how IPL binds cricket with dance and celebration.

Music director–singer duo Vishal and Shekhar are behind the composition for the Pepsi IPL 2013 campaign.

Neeraj Vyas, executive vice president and business head, Sony MAX, said, "A cricket crazy nation like ours needs to be more involved in the game then just being mere onlookers. Through the campaign ‘Sirf Dekhneka Nahi’  we want to encourage the audience to not just watch the Pepsi IPL but to participate and rejoice every moment of the game with adrenaline-charged dance moves choreographed by Farah and get hooked on to the game by actively participating throughout the season."

Gaurav Seth, senior vice president - marketing and communications, Sony MAX, added, "Keeping with MAX’s tradition of launching innovative and clutter breaking communication comes ‘Sirf Dekhneka Nahi’ – a unique thought, based on a key insight as to how Indians view the league. We expect the viewership on the Pepsi IPL to be extremely involved and this is what the campaign brings alive."

Stretching across a six week period till the launch of the tournament, the Pepsi IPL 2013 campaign is said to have a 360 degree rollout across mass media.  The campaign can also be viewed on, the online service of Sony Entertainment Network.


Client: Sony MAX
Agency: JWT
Creative: Steve Mathias, Priya Pardiwalla
Media agency: OMD
Production house: Kerosene Films
Director: Rajesh Saathi

Campaign India