Agencies, Mumbai Indian Premier League (IPL) announced its new marketing campaign for the Pepsi IPL 2013 ‘Sirf Dekhneka Nahi’ as it comes from insight that cricket is not just a game in this country but a passion that moves every Indian to get up to celebrate and dance.
The campaign is in collaboration with Farah Khan to make three short films along with three unique signature dance moves and one big grand film for the campaign. The three short films will showcase women, working professionals and families celebrating the Pepsi IPL 2013. Speaking at the press conference last night, Farah Khan said,’Being an ardent cricket lover and a dancer, I can relate to the feeling of celebrating when your favourite team scores a four and a six or takes a wicket.
Just the way I train my Bollywood stars to let go of their inhibitions and dance with all their heart,similarly in this campaign I will teach the audience not to hold back and enjoy every single celebratory moment of this exhilarating tournament.’ Talking about the upcoming season of the Pepsi IPL 2013, Neeraj Vyas, EVP and Business Head, MAX said, ‘A cricket crazy nation like ours needs to be more involved in the game then just being mere onlookers.
Through the campaign ‘Sirf Dekhneka Nahi’ we want to encourage the audience to not just watch the Pepsi IPL but to participate and rejoice every moment of the game with adrenaline-charged dance moves and get hooked on to the game by actively participating throughout the season.’ To make the campaign a nationwide sensation MAX, the exclusive broadcaster of the IPL has also roped in music director-singer duo Vishal and Shekhar who have composed a tune for the Pepsi IPL 2013 campaign.
Starting with the campaign films on television, the communication will be seen by viewers across mediums like television, print, radio, digital, outdoor, mobile, BTL and out of home; stretching across a six week period till the launch of the tournament.