The fifth inning of Indian Premier League (IPL), one of the most coveted tournaments of the year is back. Season 5 of IPL, that is scheduled from April 4 to May 27, is all set to grab eye balls as the fans fill the stands to cheer their favorite teams and players.
New season of the IPL, brings new and funny ads, sponsors and off course new talent on the field. To announce and promote Season 5 of the Indian Premier League (IPL), Ogilvy Mumbai has created a Big Indian Cricket Carnival, featuring colourful performers, game kiosks, miniature rides and everything that you’d expect to find in a carnival.
Talking about the inspiration of the advertisement, Abhijit Avasthi, Ogilvy Mumbai's National Creative Director, says, “An evening spent with the Indian Premier League is a crazy time. Every match is a series of ups and downs. Twists and turns. Screaming. Shouting. Anxious moments. Exhilarating moments. It is all this and more. So we thought...can we possibly compare the IPL to a day spent at an amusement park?"
Bang Bang Films, India’s International Production Company has co-produced this massive production with B-Reel Films director, Anders Forsman. Roopak Saluja, Co-founder and Managing Director of Bang Bang Films and a producer of content-for-brands across multiple platforms, said, “I can't even begin to describe what an experience this has been for Bang Bang – massive sets, precision miniatures and slick visual effects, to create what is arguably the country's biggest television advertising extravaganza of the year."
IPL is believed to be a platform where an ensemble of world’s best talent is seen. It is a carnival of passion, sheer talent and skill, engaging all your senses, playing the role of a fun-filled family outing or an exciting evening plan for friends with ease. Thus, the advertisement depicts exactly all these shades and emotions that are witnessed on the IPL stands.
An overview of IPL Season 5
First Sahara bowled a bouncer – threatening to disrupt IPL 5 by pulling out its sponsorship of Pune Warriors. Then Team India’s catastrophic performance in the Test tours of England and Australia followed. Already, allegations of corruption and illegal deals had pulled down IPL's brand value from $4.13 billion in 2010 to $3.67 billion in 2011, thereby taking cricket fans and advertisers away from the sport.
Sponsorship is key to the revenue game. The bulk of the revenue for most IPL franchises comes from sponsorships and media rights. DLF will continue to be title sponsor for this season as well with partners like Hero, Vodafone, Citi, Volkswagaen, Karbonn Mobiles, Fly Kingfisher. The official broadcasters will be Set Max and Times Internet. But, mere sponsorship is not enough. A buzz has to be created among the masses regarding the event, which will eventually connect the fans. Hence, rather than just depending on the sponsorship, IPL is doing everything it can to woo the fans. From rolling out contests and reality shows to tapping the power of digital and Bollywood, everything is being tried. Everything, however, hinges on how strong the franchisee brand is, and how strong is the connection with fans. This explains the motive behind the high-pitched campaigns.
Whatever critics may say about the dampened mood, the game is certainly on. De Gumake!!
April 22, 2013, 5:55 am UTC
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