Campaign India Team
Apr 04, 2014 pitches itself as IPL destination for youth, with a ‘keep-u calm’ anthem

Watch the promotional film created by Lowe Lintas and Partners here has rolled out a promotional campaign for IPL 2014, which the portal will be streaming online. A 150-second film (music video) went live on the Star Sports’ YouTube channel on 29 March. Shorter edits are on air on the Star Sports bouquet, which is currently airing the ICC T20 World Cup. The promotional film has been conceptualised by Lowe Lintas and Partners.

The film features young people stuck in trying everyday situations, and pitches IPL on as the online destination to turn to, to ‘keep calm’. The sound track ‘Kanna keep-u calm’ (Kanna being Tamil slang for ‘Beta’) tells the story of people that unfolds on screen. These include a group of young men stuck in a dingy bachelor’s accommodation, an MBA grad doing mundane photo copying work in office, a train commuter stuck between two larger built men, young men in office working under a strict boss, a young boy being admonished by his father, a young lady at a function of a distant relative / acquaintance and more. They are all in trying situations but do not get angry, thanks to IPL on The film, which takes the humour route, also urges calm in a world of protests, be they for women’s rights, against corruption or candle light vigils.

IPL 7 begins on 16 April 2014.

Creative agency: Lowe Lintas and Partners
NCD: Arun Iyer
Production house: Nirvana Films
Director (film): Kishore Iyyar

Campaign India