Television channel Max will be launching its new campaign, designed by TBWA, to promote its broadcast of the DLF
Indian Premier League.
The BCCI’s league cricket format is expected to change the game and its presentation forever; as they’d say in Hindi, it’s expected to be the baap of all entertainment. Working around that idea, the TBWA team created the 75-second, ’70s Bollywood-style film to pitch the DLF IPL as ultimate entertainment on TV.
“The idea was to sell DLF IPL more as entertainment than cricket, considering it would be aired during prime time and was pitched against popular programming of saas bahu and mythological serials on general entertainment channels,” said Mr Rahul Ghosh, Creative Director, TBWA.
“From a broadcast strategy perspective, the challenge was to find a unifier that binds the entire country — a lowest common denominator that is compelling enough to take on existing TV viewing habits,” said Mr T. Gangadhar, VP and Head of Marketing, Max.
The campaign, created by the TBWA team of Mr Ghosh, Mr Ambarish Ray, Client Services-Director and Ms Tulika Seth, Associate CD, is to be aired extensively and will also run on radio, cinema, outdoor and on the Internet.
The film
The film, directed by Mr Rajesh Krishnan of Soda Films, is styled on the ’70s style classic and narrates the story of twin boys who live with their mother and are forced to deal with the psychological trauma of not having their father around. Mano and Ranjan’s undying faith in the return of their father ends in the climax, the arrival of Manoranjan ka baap — the DLF Indian Premier League.
