Esports and mobile gaming platform Mobile Premier League, has launched a national print and TV campaign ‘Maidan Naya, Khel Wohi’ (new playground, same game). Conceptualised by MPL’s in-house creative team, it aims to increase Indians’ participation and draw in more recognition for esports.
Roping in Olympic Medallist and multiple Grand Slam Winner Leander Paes and Commonwealth Games Gold Medallist Geeta Phogat as brand ambassadors, the film highlights how the same skillset required in physical sports is also required in esports.
Sai Srinivas, co-founder and CEO, Mobile Premier League, said “Esports witnessed exponential growth in 2020. With esports being included as a medal sport by the Olympic Council of Asia, I believe that India will see a rise in many successful esports athletes. Not just this, we hope to soon see some “Made in India” games being played at international sports events like the Asian Games. The aim of this campaign is to unleash the power of esports and bring it on par with physical sports. Esports today is accessible to all due to the availability of data and affordable devices, thus making it easy for more people to participate. This growth needs to be supplemented with solid regulations and government support.”
Leander Paes, Tennis Player, Olympic Medallist and Multiple Grand Slam Winner said, "To become a champion in any sport, one has to undergo hours of rigorous practice and training. In India, we have many champions that have achieved remarkable successes at various skilled games. Now with the emergence of esports, it gives us another platform to showcase the tremendous talent and skill that our country has. With the “Maidan naya, khel wohi” campaign, we aim to carry forward the same ethos of practice, training, and skill, in the arena of esports, and get us some new champions to make the nation proud at the global stage. I am glad to partner with MPL on a campaign that talks about the potential and importance of esports in the country.”
Production house: Citrus Production
Creative director: Anita Rane
Brand Communications Lead: Mirza Mohammed Ali Khan