MxMIndia

Tag: IPL

  • Brands need to work extra hard to be counted and associated with the property, writes Sanjeev Kotnala

    Clean Bowled! Brands not doing justice to IPL

    Picture source: BookMyShow.com

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaIn 2018, I wondered if IPL could ever be the Super Bowl of India? With the IPL then attracted – it was a natural question. The last few years have demonstrated the expectation was hugely misplaced. 10 team format, suspect performances of marque teams and legends, high media cost, and fragmented audience, IPL has lost the chance of ever being Superbowl of India, at least in terms of advertising, media and communication.

     

    This year ads breaking on IPL have left much to be desired, and I am surprised that some of them even made it to the screen. It places a big question mark over creative, strategic, media and clients and their decision making.

     

    It always makes sense to invest in creativity. And more so when the associated media cost is as high as 14-16 Lak per 10 seconds. Good advertisements help in enhancing media efficiencies and resultant ROI. IPL is still the event to bank on. An excellent creative exposed less frequently is far better than a mediocre creative released more frequently. That’s the truth and not a secret. Everyone knows it, yet only a few seem to believe and act on it.

     

    There is a concern about IPL dropping viewership, and everyone has their list of probable reasons. But, IPL is still the Superbowl equivalent in India but fails to get the brand and creative attention and excitement.

     

    We have had our own share of excellent ads exploiting the opportunity IPL presents. One cannot forget Vodafone ZooZoos, Amazon Chonkpur cricket team, and Flipkart Kids. Initial ads from Dream11 were refreshingly fresh, and Airtel took creative leaps time and again. Even the Cred frenzy we have seen is a good example. However, in 15 years of IPL, creatives that became the talk of the town and a subject of discussion across the nation have been few.

     

    Even the high media cost and sponsor’s share of the time have not stopped brands. Some 84 new brands advertised in the first 30-odd games of IPL. Not much can be said for their creativity. The ads don’t grow on you, but they tire you and fast become a blind spot.

     

    FOGG still makes sense with their multiple situations. Dream11 had a dream until one realised their thinking seemed illogical. MyCircl11 used a creative device for your attention and then fizzled out. Cadbury, with ground staff focus, stands out but is not really a surprise; they have been exploiting opportunities, and IPL was no different. On the other hand, brands like Kamala Pasand, Vimal are mere passengers- you did not expect much other than adding the list of celebrity endorsers. However, the title sponsor’s Tata Neu has also disappointed in its pre-launch and post-launch ads.

     

    It is time for the client and the agency to re-evaluate their strategic investment in the game. Re-evaluate their media vs creative cost and time weights, including the number of edits and films they need to make to properly exploit IPL. The brands need to work extra hard to be counted and associated with the property.

     

    The audience comes to watch their teams and favourite sportsperson perform. Ads will always be an irritant. The challenge remains to create advertisements that the audience will engage with and want to watch. I think only Vodafone ZOOZOOs or Amazon Chonkpur scaled these heights and set the benchmark. And no brand has come near Vodafone in terms of exploiting the opportunity.

     

    All have read the pitch right. Brands in IPL need to be sustainably disruptive with their communication and creative device for desired audience engagement and ROI. And the media data does not really capture this essence, and IPL alone cannot do the magic for the brand.

     

    We have had a few brands attempting creative devices to capture audience imagination, taking disruption to heart. And few like RuPay wasting away the opportunity, and the ads are not hilarious.

     

     

     

  • Continuing with his series of reviews of #AdsonIPL, Vikas Mehta checks the ads streamed on OTT platform Disney+ Hotstar

    IPL ads through the lens of Hotstar

     

     

    By Vikas Mehta

     

    Vikas MehtaI am currently travelling and based at a university campus in Telangana. The access to screen is mostly through mobile and as such have been watching IPL on Disney+ Hotstar. Trust me it is a very different experience. Or should I say unusual.On Star Sports the ad breaks seem to be rushed, many a times in a hurry to squeeze in as many ads as possible, the ads have to be rudely interrupted, as the game has resumed. Indeed, sometimes one gets a feeling that we are watching an ad programme with bits and pieces of cricket thrown in. But Hotstar being a subscription-based service, its dependence on advertising revenue is low. So, there are fewer ads and these are not crammed in. Quite, unusual.

     

    But what set me thinking were the types of ads on Hotstar. I was expecting some very different ads. Aimed at the GenZ. The young, mobile generation. In reality, most of the ads were the same that ran on Star Sports, signalling some combined deal or rate.  And a few exclusive ones that I saw were surprisingly targeting a very different consumer segment than what I imagined.

     

    Take, for example, the ad for Samsung curd maestro. No, it’s not a new gizmo launched by Samsung but a refrigerator which has a separate compartment to make fresh curd or dahi. The product is not new, it has been around for some time and I do think that it is a great innovation for our country as curd is a part of our staple diet. Curd making usually requires warm temperature and then we love the curd which is thick and set, not the loose wobbly type. So a fridge which actually makes the curd and let it set, is a welcome feature. But, should it be on Hotstar? Shouldn’t it be on Star TV for a better reach? Or is it targeting the working woman, a millennial, as the ad depicts? Or indeed, it could be targeting the working millennial men. After all, they are being exhorted to share the load.

     

    Then I saw the ad for New Samsung Galaxy S phone. A right fit for the people watching IPL on Hotstar. Maybe, Samsung did a corporate deal with Hotstar and is now distributing the time available to various brands. Not just about the right choice but complying with a good deal.

     

    Then there was the Garnier Hair Colour ad. That too seemed a misfit for Hotstar in my mind. Okay, okay. I do get it that the modern, contemporary lifestyle is making many youngsters get white hair very early, but will a larger segment buying hair colour solution not be watching the match on Star Sports? The ad definitely, given its casting is talking to the millennials.

     

    When I look at both, Garnier and Curd Maestro, another plausible theory comes into mind. As said earlier, Hotstar being a subscription channel, could be selling ad inventory at a lower price and that is encouraging brands, who may be using the platform to address a small or niche segment.

     

    In my mind, there are two bigger or fundamental questions. One: Is OTT a distinct channel with its own dedicated base? Even when at home, an event like IPL, is it watched through OTT or DTH/cable? Irrespective of whether it is watched on big or small screen. How many viewers who subscribe to Hotstar also have DTH connection at home? What is the duplication factor?

     

    Two: Is screen viewing becoming a more individual pursuit? GenZ, even though they are at home and have a DTH connection prefer to watch it on their individual small screens (laptops or mobiles) and the millennials watch it on TV, with friends or families? My dipstick evidence shows that with GenZ, watching sports is becoming an individual pursuit but interestingly, while they do watch alone, they are furiously chatting away with each other, exchanging views, developing memes etc. Normal social behaviour, but in a virtual world.

     

    The one ad that I saw on Hotstar and did not see or maybe missed on Star Sports was that for Slice Credit card. Now I had never heard about this brand except, if my memory serves me right, I see them as the new shirt sponsor for Mumbai Indians. Its benefit is to slice the slow and it is for the fast ones. It has an animated/ cartoon execution but it left me in a daze. Maybe I am too slow for it or out of touch with reality but it looked like an ad which may inspire the GenZ. Are credit cards seriously targeting GenZ? But after a product like Cred, whose purpose is to pay my credit card bills and then reward me for doing so, while surreptitiously collecting all my purchase behaviour data, I can imagine not just a product like Spice Credit Card but also its ads. And the only thing usual, or is it unusual, is its association with MI who have very unusually, or is it becoming usual for them, lost a record eight matches in a row.

     

    Two weeks ago, I had written about how the Tata Neu app showed me a message that Big Basket is not delivering to my area, whereas in reality I have been using BB since some time. I am happy to say that the app seemed to have recovered some ground as this morning I got a message that I have received some Neu coins when I shopped through Big Basket app. The Neu family seems to be coming together.

     

  • Vikas Mehta turns his weekly spotlight on Dream 11, Cred, Swiggy Instamart, Fogg, the AC ads and the ad we though Mr B had shunned

    A Dream Turning Predictable

     

     

    By Vikas Mehta

     

    Vikas MehtaThe IPL is becoming predictable now. Mumbai Indians have lost another match, their sixth loss in a row. Sunrisers Hyderabad have won another match, their fourth win in a row. SKY Yadav and Dinesh Karthik continue to score consistently, at a good clip, though one is doing consistently for a losing cause and the other for a winning cause. Y Chahal and T Natarajan continue to take wickets, while J Unadkat and T Mills continue to be carted around.

     

    And the same is true for the IPL ads. Most of them are predictable and their repetitiveness is also irritating. Cred has some interesting takes on Nirma’s Deepikaji, Antakshari’s Anu Kapoor as well as Vick’s Action 500 haan bhai haan. I also think the ads are taking off on the concept of hammering in the brand name, in this case Cred bounty, as was the case in the 70s. But for someone watching the IPL almost on a daily basis, the repetitiveness of the ad is grating.

     

    Sadly, the same is seeming to be true for the Dream 11 ads. The concept of one doesn’t dream alone has become too trite. Starting with Rohit Sharma, Pant; now with Ashwin, Hardik and Dhawan joining the bandwagon, the only thing new is to guess who could be that benefactor. It also seems a bit unbelievable that all these stars met these unknown good men. The question that comes to my mind is where are these people now? Did the stars look for them? Did they help them out? Or is it just a figment of imagination? Will we see some follow up ads? Or will this be forgotten after a few days?

     

    Last evening, CSK predictably lost once again. And breaking the predictable trend are series of ads for two brands. One, is Swiggy Instamart. I am not getting into the debate of the righteousness of 10-20 minutes delivery and the risk it involves for the delivery staff, for I think the better debate would be if we need such quick deliveries. But the brand has illustrated the promise of fast delivery without getting into the exactitude of time, brilliantly. Be it the husband who is planning to watch matches with his friends while the wife is away or the husband who has an excuse to eat junk food but the quick arrival of healthy vegetables and fruits thwart the plan. Or indeed the ad where a friend refuses to share a packet of chips with his friend as another packet arrives almost instantaneously.

     

    The second is the series of Fogg ads. Initially, I almost missed them. Interestingly, the brand is targeting men without actually featuring any men in the ad. It’s from the viewpoint of the opposite sex who find certain men very irresistible but balk when they are told that these men do not use any deo. With market penetration of deos in India as low as 15-20%, it’s no wonder that the market leader has taken up the task of increasing penetration as it will benefit the leader. And what better way to do that than by showing that women are not too sure about men who do not use deos. It may well fall into the Dream 11 trap of predictability but currently I am enjoying the women viewpoint.

     

    With summer at its peak, AC advertising is also at its peak. But, I am not finding any distinct piece of communication. Panasonic, Voltas, Blue Star, Godrej, BPL, Kelvinator are repeating the same old benefits of pure air, efficient cooling in high temperature, less electricity consumption. So predictable that my head cannot distinguish one brand from the other.

     

    Did I mention BPL and Kelvinator? Well, these old brands seemed to have resurfaced. I thought they belonged to history. But looks like they still have some signs of life. The question is, who are these brands talking to. The elderly millennial who had seen the brands in their childhood and can indulge in nostalgia? Or the younger millennial, for whom the brand is as good as a new unknown brand? Selling durables is not child’s play as it means investment not only in new technology but also in distribution and after sales service. It will be interesting to watch how this plays out. Kelvinator also has an ad for refrigerators and no, it’s not about the coolest one. Didn’t get it? I guess you are not an older millennial!

     

    Interestingly, while Mr Bachchan claimed to have been unaware of the surrogate nature of the Kamla Pasand ad that he did along with Ranveer Singh and had reportedly returned the advertisers cheque, he continues to appear in its ads in various avtaars. I hope, for his sake that the returned cheque was returned back to him. Or it was a PR gimmick hand in glove with the advertiser? Definitely unpredictable. Unlike the Vimal ad, where predictably a third star, Akshay Kumar, has joined the other two, Ajay Devgn and Shah Rukh Khan in London. Will a fourth one join soon? Can you predict who will it be?

     

  • About 14 ads found to be in potential violation of the ASCI code in first week of cricket extravaganza

    ASCI takes cognisance of gaming ad violations in IPL

    By Our Staff

     

    The Indian Premier League (IPL), the latest edition of which kicked off on March 26, has witnessed high-decibel advertising from the online real-money gaming industry. Unfortunately, many of the commercials do not pass scrutiny when it comes to the guidelines prescribed by the Advertising Standards Council of India (ASCI).

     

    In the first week of the IPL alone, March 26 to April 3, ASCI screened 35 ads from the category and identified 14 as being in potential violation of its code. ASCI is keeping a tab on TV as well as OTT ads.  In addition, in March alone, 285 social media ads of online real-money gaming companies were identified as being in violation of the ASCI code.

     

    ASCI noted that in some instances dubious claims such as ‘India’s biggest 1st prize’ were being made, and in many cases the disclaimer informing consumers of the risks was flashed very quickly rather than at a normal speaking pace. In some cases, the advertisements had celebrities acting while the disclaimer was being spoken, distracting consumers from important information about risks. Some advertisements had disclaimers that were smaller than what has been prescribed.

     

    These attempts at glossing over the disclaimers required to be carried in the prescribed manner, informing about the risks of financial loss or game addiction, can severely compromise consumer interest. ASCI has urged gaming industry bodies to take up this issue with their members.

     

    ASCI guidelines on real-money gaming came into effect on December 15, 2020. The guidelines require advertisements to not be aimed at minors, not present gaming as a source of livelihood or link it to success. In addition, the guidelines require all advertisements to carry a prominent disclaimer regarding the risk of financial loss and the addictive nature of such games. These guidelines were backed by the Ministry of Information and Broadcasting, which issued an advisory asking that advertisements adhere to the guidelines.

     

    Manisha Kapoor
    Manisha Kapoor

    Said Manisha Kapoor, Chief Executive Officer (CEO) & Secretary General (SG), ASCI: “ASCI is concerned to note that, despite clear guidelines, some online real-money gaming firms are attempting a shortcut. For an industry that is under significant regulatory scrutiny, such acts by some companies paint the entire industry as irresponsible. IPL, being a massive platform, requires responsible behaviour from all parties – including gaming firms, broadcasters, celebrities and ad creators. We hope that all parties play their roles to ensure that consumers are not exposed to misleading advertising.”

     

  • Vikas Mehta is delighted to see advertising taglines validated by research in his comment on the Pepsi, Slice and other #AdsOnIPL

    Pepsi, Tata Neu & Jio. Business as unusual?

     

     

    By Vikas Mehta

     

    Vikas MehtaHow hardwired we have become to sensation. It’s not a rhetorical question but an emphatic statement. This IPL, everyone is talking about CSK and Mumbai Indians. Not because they are doing well but because both these teams, who, between them have won 9 out of 15 trophies, have lost their first four matches. We are not celebrating that a new team Gujarat Titans hasn’t lost a match yet. We are not celebrating that a forgotten hero, Kuldeep Yadav, has risen again to become the leading wicket-taker. We are glossing over the spunk shown by newcomers Anuj Rawat or Abhishek Sharma against the same two teams. It’s business as “unusual”, I say.

     

    And then one comes across the Tata Neu ads. After a nice round of teasers which raised expectations of a great product, I am confused about this Tata Neu Pass. It’s all in the family. What’s Neu Pass? What’s all in the family? Whose family? Tata family? The only thing that made sense to me was the advice to download the app. Which I did. Now mind you, I am a Big Basket consumer. So, I think the app was smart enough to recognise me and my location after I keyed in my mobile number. But then it sent me another message. That it is not yet available at my location. Well, who wants to argue with a Super App.  I, therefore immediately clicked on the Big Basket app, worried, that I may have been ejected from the BB platform. Thankfully, I could order my groceries on BB as usual. I then tried some apparel and when I clicked on a product, I immediately got an email from Tata Cliq saying that it has created an account for me. Err! Why? Can’t I just shop from the app and check out? I did not bother to find out and with the temperature rising outside, I did not want my temperature to rise too.

     

    Temperature of course reminded me about the new Pepsi ad. More Fizz, More refreshing. Formula change? Something new? And then I thought I saw an asterisk at the end of the baseline. I promptly checked the ad on YouTube again and discovered that both Fizz and Refreshing had asterisk and the explanation was that some research done by an independent body in Jaipur and Lucknow determined that Pepsi had more fizz and another research conducted in Mumbai, Jaipur and Lucknow determined that Pepsi was more refreshing. So, I have lived to see the day when taglines have to be validated by research. And we wonder why the advertising model is crumbling.

     

    Having ditched the thought of having Pepsi and given that fresh mangoes are available in market, I decided to try Slice. The image of Aamsutra with Katrina was still in my mind. But I did a double-take when I saw the new Slice ad with Katrina. It was a taste challenge. And it again quoted some research which said that 73% people voted Slice to be the most thick. Ahem! Is PepsiCo the parent company of Pepsi and Slice using the US Pepsi taste challenge of the 70s as a blueprint for its brands in India? For the uninitiated, Pepsi did some live taste challenges in the US, asking people to rate two unmarked Colas on whose taste is better. Majority favoured Pepsi, though lot of statisticians debunked the research as a sweeter drink will always win on one sip taste challenge. But that’s another story. Will PepsiCo India now launch 7Up too based on some taste research?

     

    Did you notice that there are three Swiggy brands advertising on IPL? Swiggy Instamart, which claims quick grocery delivery, Swiggy match day mania which is about large orders at a discount and then just Swiggy. All the three brands have done a good job in communicating their benefits. Swiggy has a simple though of “Aap kiske saath dekhoge” which is very IPL-centric and have carried that thought into both Instamart as well as match day mania very well. My favourite of course is the Instamart ad of the young kid bawling about her empty cereal box as the father is watching the IPL. Quick delivery saves the day for him and therefore when he is asked at the office “kal match kiske saath dekha” he answers with a satisfied look “Shanti ke saath”. Smart.

     

    I started off about the unusual performances in the IPL. But then I discovered that a most unusual thing has also occurred on the IPL ad scene. If my memory serves me right, it’s the first time since the launch of Jio that no Jio ads have been aired on IPL. Yet. No plethora of stars, no tacky execution, no Bollywood-style jhatkas. Sometimes we should thank our respective Gods for small mercies. Amen to that.

     

     

  • The Indian Premier League broadcast rights auction in June will impact the landscape of Indian media, writes Shailesh Kapoor

    On the field and off it: The big IPL year

     

     

    By Shailesh Kapoor

     

    Shailesh KapoorThe biggest sporting event in India is currently underway. With each passing year, IPL seems to only grow in stature and brand value. This time, there are two new franchises, and the spectators are back in the stands too, albeit with a cap of 25 per cent. More franchises mean more matches and more talent on display, all of which eventually leads to higher monetization and valuation of brand IPL.

     

    But the eyes this year are not just on the ongoing IPL but also on what’s to follow on the IPL front over the next few weeks. IPL broadcast rights are up for renewal, and we are set to see a fierce battle in the auctions scheduled for mid-year.

     

    IPL is a crown jewel for Disney (Star), not just in India, but even worldwide. Hotstar, on the back of IPL, contributes more than 30 per cent to Disney+’s global subscriber base. Needless to say, Star India will stretch itself beyond its limits to retain both television and streaming rights.

     

    But there’s the newly-merged entity that goes by the working title Zee-Sony, which is a serious contender. Sony has been down the IPL road before, being the first ones to put their money on it, when the league was only an experiment, not a proven success story. With the combined might of two big networks, Star India’s competition is tougher than it was five years ago.

     

    Add Reliance (Viacom) to the mix, and we have a three-way tussle for IPL rights on the cards. BCCI’s decision to not go for combined bids this year makes things even more interesting, because it puts streaming platforms like Amazon Prime Video into the reckoning, along with Google and Facebook.

     

    No amount of speculation can prepare us what may eventually happen when the e-auction commences on June 12 this year. But whatever the outcome is, it will shape the landscape of the Indian media industry for the next few years, even the next decade.

     

    The television industry is India has been struggling for relevance, despite being the medium with the highest reach, and by some margin too. IPL (and cricket in general) is one of the few things that keeps television relevant to the times, as far as media planning and buying goes. Digital viewership may have gone up, but television remains the dominant medium of sports consumption. The entire television industry, and the advertisers’ group (brands and media agencies), will be keenly awaiting the outcome.

     

    Till then, there’s some real cricket on the grounds to keep us busy. For another seven weeks, the cricketing action will continue to enthrall millions across the nation. It will also act as a reminder for the potential bidders everyday, on how big the opportunity in front of them is.

     

  • Conceptualised by Ogilvy & Brand David

    Swiggy unveils 4 new TVCs for IPL 22

    By Our Staff

     

    Swiggy, online food ordering and delivery platform, has launched four TVCs as part of its brand new campaign this Tata Indian Premier League (IPL) 2022. It has been conceptualised by Brand David.

     

    Commenting on the new campaign, Ashish Lingamneni, Head of Brand at Swiggy, said: “By asking a simple question – Aap kiske saath dekhoge? This IPL season, we aim to highlight how Swiggy, with both Instamart & food delivery will make the match-viewing ritual for fans who are watching with family, friends or just by themselves more enjoyable. The ads bring alive the convenience users turn to Swiggy for, while also underlining the brand’s benefits in a likable and engaging manner. The TVCs are a mix of consumer insight, targeting and product communication which is clutter-breaking.”

     

    Added Piyush Pandey, Chairman Global Creative & Executive Chairman, Ogilvy India: “Swiggy is the friend that makes our experiences better. It always helps add that extra mazza and without it, any game experience won’t be the same. #AapKiskeSaathDekhoge is an invitation for more and more people to enjoy the company of Swiggy. I am proud of the work done by the teams across Ogilvy and Brand David.”

  • To drive equity participation in India

    Upstox trading platform launches campaign

    By Our Staff

     

    Upstox, an online stock trading platform, has launched its Indian Premier League (IPL) 2022 campaign, ‘Own Your Future’.

     

    Said Kavitha Subramanian, Co-Founder, Upstox: “The campaign ‘Own Your Future’ intends to encourage more Indians to participate in the equity market and make the right investment choices through Upstox. Young Indians today understand the value of owning assets and building a portfolio, via owning shares in companies. There’s a huge rise in startup culture and they understand that even if everyone cannot be an entrepreneur, you can still own a share of a company, and participate in its long term upside. Just like IPL has redefined cricket, Upstox aims to redefine investments for its customers. We have grown 3X year-on-year and expect a similar growth trajectory this year as well. We are positive that this campaign will help drive a culture of equity investment in India, as well as encourage more Indians to take charge of their financial future.”

     

  • Roll out new TVC to promote 'CSK Yellow' paint colour

    Nippon Paint celebrates 5-yr truck with CSK

    By Our Staff

     

    Nippon Paint launched a new TVC, in line with its fifth year of partnership with leading Indian Premier League cricket franchise, Chennai Super Kings.

     

    Speaking about the association, S Mahesh Anand – President, Nippon Paint (India) Private Limited (Decorative Division) said: “We are delighted to yet again team up with IPL’s most celebrated team, the Chennai Super Kings and say ‘Yellow’ to another IPL season.”

     

    Added Mark Titus- Assistant Vice-President- Marketing, At Nippon Paint India Private Limited (Decorative Division): “We see cricket as something that draws us Indians together and spreads much cheer and celebration amongst Nippon Paint’s customers and Indians across the world. We are excited about what CSK has in store for us. For our customers, we have just the colour to celebrate IPL and CSK – the Nippon Paint ‘CSK Yellow’. Apart from that, we have a series of digital ads and contests on our social media pages for CSK fans to look forward to. With the CSK Yellow, we are all set for IPL!”

     

  • Unveiling the best marketing practices and trends for this year

    AppsFlyer launches IPL 2022 Report

    By Our Staff

     

    AppsFlyer, a SaaS mobile marketing analytics and attribution platform, has launched the IPL 2022 Report, unveiling the best marketing practices and trends for this year.

     

    Identifying and analysing sustained trends in two legs of IPL across different app verticals last year, the report points to the bright spots for marketers, game day insights, and campaign recommendations. A good reference for marketers, the IPL report leverages the power of refreshed and expanded format of India’s mega sporting league to uplift their key brand metrics.

     

    Said Aditya Maheshwari, Director of Customer Success, INSEA/ANZ, AppsFlyer: “Despite a four-month delay and relocation to Dubai last year, IPL’s brand value has risen by 7% YoY, highlighting the marketing potential that the widely followed and anticipated league will offer in its 15th season. Newer teams from regional markets will allow marketers to acquire and engage with diverse online users while existing users will be critical to retain in the light of increasing competition. Therefore, creatives and experimentation will be the key drivers for marketers to stand out from their peers.”

     

    The share of paying users peak in the mid-season when a bulk of IPL matches are played. Revenue campaigns work well in the mid-to-late season for most of the categories, except for Entertainment which tends to rake in more revenue and log more sessions at the start of each season. Further, campaigns that run for five to eight weeks achieved a 15% higher average impact than campaigns that run for less than two weeks.

     

  • Launches 'Khelenge Dil Kholke' campaign

    Ogilvy creates One Dream for Mumbai Indians

    By Our Staff

     

    Mumbai Indians launched its campaign film of IPL 2022 called – One Dream.

     

    Said a Mumbai Indians spokesperson: “The past 15 years, Mumbai Indians have always played from the heart. We have played with passion and given it our best on the pitch. Khelenge Dil KholKe is inspired from that ethos and “One Dream” is our vow to the young players that we identify. It is our commitment to offer them the support of the Mumbai Indians eco-system, help them hone their skills and achieve their dreams. We hope “One Dream” inspires young players to play hard, be sincere in training and believe in their dreams, because dreams do come true.”

     

    Added Anurag Agnihotri, Managing Partner – Creative, Ogilvy: “Cricket is the ultimate karmabhoomi for many young Indians. Many have come from different walks of life to give wings to this one dream. And success hasn’t eluded them. Mumbai Indians and this film stand firm testimony to that fact and will continue to do so.  The creative idea explores the undying spirit of our young cricketers. To never give up and to believe in your dreams. Because it doesn’t take time to go from gully cricket to international cricket. It’s just a matter of faith and the right direction. After all, dreams do come true.”

     

     

  • Introduces the fintech company's bounty and the mega rewards

    Karisma Kapoor promotes Cred

    By Our Staff

     

    Cred, the fintech company, is back with its latest campaigns for IPL 2022- Cred: Play it different. The ad features actor Karisma Kapoor who introduces Cred bounty and the mega rewards Cred members can win during IPL 2022.

     

    The ad was conceptualised and written by Tanmay Bhat, Devaiah Bopanna, Puneet Chadha and Deep Joshi. The film was produced by EarlyMan Films and directed by Ayappa. To set the tone of the campaign right, Karan Malhotra lent his expertise to compose the music for the film.

     

    Said Kunal Shah, Founder, Cred: “This year, we want to encourage Cred members to invite their friends & family to win big with Cred. We have launched Cred bounty which lets members invite their contacts to play and win exciting jackpots.”