MAX & SIX, the official broadcasters of the Indian Premier League announced their new mega marketing campaign for the Pepsi IPL 2014 called ‘Come On, Bulaava Aaya Hai’. The campaign ‘Come On, Bulaava Aaya Hai’ is inspired from the fact that Pepsi IPL is the biggest cricketing extravaganza in the world. The word ‘Bulaava’ connotes the ‘calling’
with the main premise that the year’s most awaited and anticipated
cricketing event has finally arrived and there is no way you would want
to miss it.
The
campaign kicks off with a series of four films set in diverse
situations of different people’s life reaching a crescendo with three
surprise films and culminating into a final Bulaava film. Be it a
runaway bride drawn to the call of the IPL bugle, a son by the side of
his ill mother or a priest struggling to free a woman possessed with a
spirit, all films have the essence of the key nuance of IPL ‘Bulaava’ prompting people to literally drop everything to watch Pepsi IPL.
Like
always the marketing campaign jingle is one of the most awaited
elements of this grand tournament. After the splendid response and
adulation of last year’s jingle, Sony MAX has once again roped in the
musical duo Vishal and Shekhar. Basing on the campaign theme the duo has
come up with yet another catchy song. The jingle is sure to be a mega
hit and is set to have the nation grooving to the tunes.
The entire campaign is the brainchild of the creative agency Havas Worldwide and has been directed & filmed by noted ad film director Rajesh Saathi of Keroscene Films.
Talking about the upcoming season of the PEPSI IPL 2014, Mr. Neeraj Vyas, EVP and Business Head, MAX said, "In
India, nothing supersedes the passion for cricket and during the IPL,
that passion rises to an all-time crescendo. That is where we draw our
latest campaign ‘Come On, Bulaava Aaya Hai’ emphasizing that
irrespective of anything that takes place in your life, the calling for
the IPL will always reign supreme. This enthralling campaign coupled
with world class talent on display is sure to entertain our viewers
through this edition of IPL.”
Speaking about the campaign, Ms. Vaishali Sharma, Vice-President Marketing & Communications, MAX said, “‘IPL entices people across age groups, gender and languages. This year’s campaign “Come On, Bulaava Aaya Hai’
is a unique thought that stems from the insight of how the passion of
IPL overtakes every aspect of these different people’s lives
highlighting their hunger for the tournament and eventually creating a
huge national frenzy”.
Vivek Rao, Executive Creative Director, Havas Worldwide said, “The
campaign idea of 'Come on, Bulaava Aaya Hai' is played on a simple
truth - no other property provides more action, more entertainment or
more opportunity whether you're a viewer or a player. So no matter what
calling you have, it's the call of the IPL that's more irresistible.
After last year’s campaign, we needed something that would entertain as
well as move the IPL brand forward. This seemed instinctively right”.
Stretching
across a 4 week period till the launch of the tournament, the Pepsi IPL
2014 campaign will have a complete 360 degree rollout across mass
media. Starting with the campaign films on television, the communication
will be seen by viewers across mediums like television, print, radio,
digital, outdoor, onground, mobile, BTL and out of home. The campaign
can also be viewed on www.SonyLIV.com, the online home of Sony Entertainment Network.
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