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Sony launches IPL 10th anniversary campaign
MUMBAI: Sony Pictures Networks India (SPNI), the official television broadcaster of the Indian Premier League (IPL), has embarked on the 10th season of the country’s biggest ever sporting event by launching a new campaign, ‘10 Saal Aapke Naam’.
A series of six ad films with the key message ‘10 Saal Aapke Naam’ encapsulates the fervour and madness of the fans across gender, generations and geographies.
The tournament, which will be held from 5 April until 21 May, will be broadcast on Sony Max, Sony Six and Sony ESPN.
The films celebrate various types of fans, be it the ‘antaryami fan’, who year after year makes predictions with confidence; the ‘vehemi fan’, who fears that if he watches the match his team will lose so every time his team plays, he is seen standing outside the door, and the ‘under pressure fan’, who will rather postpone even nature’s call and be uncomfortable than budge from the television screen till the last ball is delivered.
The campaign is the brainchild of the creative agency DDB Mudra and has been directed and filmed by noted ad film director Hemant Bhandari of Chrome Pictures Media. For the anthem, the broadcaster has roped in music composer duo Salim–Sulaiman and singer Benny Dayal. With phrases like ‘Mahaul sajatey’, ‘Haal batatey’, ‘Halla machatey’, the VIVO IPL anthem appreciates the passion of the fan who follows the game and cheers at the stroke of every four and six.
Stretching over four weeks until the launch of the tournament, the campaign will have a complete 360-degree rollout across mass media, the key ones being television, print and digital.
SPNI senior EVP and business head, Hindi movies and music, Neeraj Vyas said, “SPNI and VIVO IPL have had a great journey so far and this is the 10th season of the tournament. Over the last nine years, we have seen the tournament grow in terms of stature, viewership and the buzz that it creates and hence it was only logical to make the 10th year a grand celebration. The marketing campaign borrows from real life insights into how viewers of VIVO IPL engage and involve themselves with the game. We believe that fans are instrumental in making this tournament the mega blockbuster that it is and that is why this year’s campaign is an ode to the VIVO IPL fan.”