Sony Max has released its promo campaign for the ninth season of the Indian Premier League. The campaign has been conceptualised by DDB Mudra West.
The film set to a 'Ek India, Happy Waala' (One, happy India) tune, opens with shots or riots across streets. A man breaking a windscreen of a car, is hit by a ball. He pauses and looks towards a group of children who ask him to throw the ball back to them, so they can continue with their game of cricket.
The scene shifts to a man about to be smeared with black ink by a group. This is aborted by the same group of children, who throw colours on the aggressive group of men.
A third incident involves a man attacking an auto rickshaw driver because of a collision with his car. Before he can hit the driver, a young girl places a flower in his hand. The man stops the attack and starts staring at the flower instead.
All the troublemakers join the children. While the rioter joins them for a game of cricket, the ink-smearing mob play with colours, and the man in the road collision loses his rage to give the auto driver a helping hand.
The film went live on Sony Max's social media pages on 29 February 2016. The ninth season of the IPL begins 9 April 2016.
Client: Sony Max
Agency: DDB Mudra West