MAX unveils 360 degree marketing campaign for DLF IPL
by EVENTFAQS Bureau | Corporate/Brand Marketing | March 21, 2012
MAX, the official broadcaster of the DLF Indian Premier League, unveiled its marketing and communication campaign, titled ‘Aisa Mauka Aur Kahan Milega', which is a series of four films. Each of these films describe how the DLF IPL gives an opportunity to families to come together to watch the cricket tournament. The films portray a town in India gearing up to watch the IPL. BTL activities will be conducted a week prior to the start of the tournament. The campaign has been created and conceptualized by MAX's creative agency JWT. The films have been directed by ad filmmaker Rajesh Sathi of Keroscene Films.
Talking about the campaign, Gaurav Seth, Senior Vice President, Marketing and Communications, MAX said: "The IPL campaigns on MAX have always been distinctive and path breaking. With the ‘Aisa Mauka Aur Kahan Milega' campaign this year, we want to bring alive the obsession and passion of the IPL, which brings people together from across the country with their friends and families to enjoy the biggest extravaganza on Indian television. We look forward to yet another record breaking edition of the DLF IPL on MAX this year."
Stretching across a period of six weeks until the start of the tournament, the DLF IPL promotion will be a 360 degree campaign starting with the films on television. The campaign will use television, print, radio, internet, outdoor media, mobile, BTL marketing, and out-of-home.
Seth further added: "We have planned for BTL activations that will engage people at high traffic areas such as railway stations, malls and market places, record the same and publicise it using social media. We plan to initiate the activation a week prior to the activity."
Commenting on the campaign, Steve Mathias, AVP and Sr. Creative Director, JWT said: "The campaign focuses on opportunities and how IPL touches people's lives. Its been a great team effort."