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Hotstar launches commercial for IPL 2017
MUMBAI: Star India’s video-on-demand platform Hotstar today launched its IPL 2017 commercial, a clarion call to get ready for the cricket tournament.
Hotstar, which is the exclusive digital streaming partner for IPL, kicked off its campaign with a 60-second film. This is to be followed by shorter films as the campaign progresses.
The campaign has been conceptualised by independent agency Creativeland Asia.
The film, set to a track composed by Sneha Khanwalkar and performed by rapper Naezy, opens with people from different walks of life in a typical Indian city getting their game face on.
Commenting on the film, Hotstar CEO Ajit Mohan said, ‘With Hotstar, the old narrative of cities turning into ghost towns during IPL is passé. The audience’s lives have gotten busier and thanks to the IPL on mobile with Hotstar, there is no longer any need to make a trade-off between your passion for cricket and going on with daily life. The action on the field can heat up at any time and Hotstar is your ally for not missing a single hot moment, no matter where you are. Na life rukegi, na game rukega.’
Creativeland Asia founder, creative chairman Sajan Raj Kurup said, “This has been an unbelievably action-packed project from the word go. The insight was that Hotstar allows you to go about your life while still catching all the IPL action live. So, no matter what you’re doing—working, studying or travelling, with Hotstar you’re constantly in a state of readiness to catch every bit of every hot match. The fielding stance is a great metaphor for readiness. We used this metaphor to show people around the city being ready for every ball of the IPL. From the script idea to the composition of the music/lyrics and shooting from road to road with a smallish feature-film crew, this is perhaps the most anecdotal project we have done in recent times.”