India’s biggest fantasy sports platform Dream 11 has launched a new multi-platform campaign, called #KheloDimaagSe, fronted by brand ambassador and Indian cricket icon Mahendra Singh Dhoni.
The new initiative, which aims to offer both Indian cricket fans and passionate sports lovers a chance to engage more deeply with the sport, is based around the idea that Dream 11 customers/players all aspire to employ the same smart sports thinking that Dhoni applies to his own cricket.
#KheloDimaagSe, created in harness with agency Leo Burnett Orchard, aims to help Dream11 reach a larger audience base and is fronted by a set of television spots
which are also supported across digital and social channels.
Sunno iski, uski aur sabki, lekin jab khelna ho @Dream11 par, tab #KheloDimaagSe
Watch @msdhoni in an all new look!
Get started today and download the Dream11 app, India's Biggest Sports Game here: https://t.co/RdxsHMm4XT
.
.#Dream11 pic.twitter.com/MD57YuA72p— Dream11 (@Dream11) October 19, 2018
The campaign tasked creative agency Leo Burnett Orchard with developing an initiative that would engage with more people across India other than just the core cricket fan-base.
The vision behind the brief was simple: make Dream11 India’s biggest fantasy sports game.
The campaign emerged from the insight that ‘people get excited by and partake in everything that is adopted by a large number of people’ and so Leo Burnett Orchard aimed to develop a campaign that projected Dream11 as a ‘mass phenomenon’ rather than something ‘isolated’ or’ individualistic’.
“In a cricket-dominated country like India, every cricket fan is an expert. With the new #KheloDimaagSe campaign, Dream11 provides users with a unique opportunity to use their sports knowledge, expertise and skill much like the players on the field,£ ccommented Dream 11 CMO Vikrant Mudaliar.
“With fantasy gaming fast capturing the imagination of the country, Dream11 is a perfect foil for sports fans who love their game and further enhance their love through our platform.”
“Dream11 is a game that needs a coherent understanding of cricket and its statistics. While the ‘Dimaag se Dhoni’ campaign made an immediate impact for the brand, making it one of the most sought after games in India, the core objective of ‘Khelo Dimaag Se’ is to make the platform far more social and inclusive,” said Leo Burnett Orchard ECD Amod Dani.
“The motormouth, rap approach brings alive exactly what the users are thinking while Dhoni plays a central role in walking us through this musical.”
The campaign was developed by a team that included ECD Amod Dani, a creative team of Amol Mestry, Sunil Gangras and Akaash Ampili, plus COO Prashanth Challapalli, branch head Manav Rai Ahuja, account manager Kanav Sharma and strategist Gaurav Prakash Joshi.
The production house was Equinox Films, the director was Ram Madhvani, the executive producer Rhea Prabhu and music was by Sameer Uddin.
Comment:
Following in the footsteps of international fantast brands – such as Fan Duel and DraftKings – this campaign aims to move Dream 11 into the category’s top tier.
Dream11 initially introduced itself and its positioning through #DimaagSeDhoni, its debut campaign that helped kick-start the fantasy sports category in India.
It first established Dream11 as a platform for ‘thrill, skill and sporting pride’ and it tripled the brand’s user base.
Links:
Dream11
https://www.facebook.com/Dream11/
https://www.youtube.com/user/Dream11FantasyLeague
https://www.instagram.com/dream11_fantasy/
Leo Burnett Orchard
https://leoburnett.com/search/?keywords=leo-burnett-orchard
