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Micromax launches a campaign to promote its IPTL franchise
MUMBAI: With the International Premier Tennis League (IPTL) approaching, Micromax is promoting its franchise Micromax Indian Aces.
Conceptualised by Lowe Lintas, the company has launched an anthem titled ‘De Dana Dan’, which shows how the tennis fever is catching up and growing across all age groups of the country.
In India, where tennis is the third most loved and followed sport, Micromax Indian Aces will give thousands of tennis lovers an opportunity to watch tennis stars in person for the first time in the country at IPTL. The league has four teams representing four nations – India, UAE, Manila and Singapore. The India team, Micromax Indian Aces, will battle out the three country teams in a new tennis format at IPTL.
The TVC starts by showing people setting up ‘make-do’ tennis courts by using fishing nets, garlands, road blockers and sarees as nets. They are seen playing with much vigour as crowds cheer them on, wherever they are. The film portrays people playing the sport across geographies. The fast-paced music track of ‘De Dana Dan’ is played in the background, specially created as the Micromax Indian Aces anthem. The TVC ends by showcasing all the tennis stars who are part of the team, as the voice-over says – ‘Go Aces’.
A spokesperson from Micromax said, “To build on our vision to own the three pillars of music, movies and sports in the country, Micromax is bringing together the legends of world tennis as part of the Micromax Indian Aces, through the International Premier Tennis League. IPTL is a unique league which will give Indian sports fans an opportunity to witness the biggest stars of tennis live for the first time in our country. The TVC is a brilliant portrayal of a tennis frenzy taking over the Indian masses, revolving around the idea that tennis can move from being an elite sport to one with mass following. The background track tries to capture the high energy of the game”.
Lowe Lintas Group creative director Shayondeep Pal said, “The idea was to make tennis, a niche sport in India, more popular. So, the first thing we wanted to do was to de-construct the game. We started with a track that explains tennis in the simplest possible way – ‘Hari Hari Ghaas Pe Le Dana Dan, De Dana Dan’. The second thing was to show people choosing to play tennis anywhere and everywhere – rooftops, street, front lawn etc. The creative is, thus, a quirky display of a world where the country obsessed with this new sport is celebrating its madness in all its glory.”