Broadcast rights partner Star Sports again teamed up with former India skipper and cricket icon MS Dhoni to promote the restart of the IPL 2021.
The campaign, which is led by a hero film called ‘Rockstar’, was conceptualised by the in-house team at The Walt Disney Company owned Asian media giant
The comic creative features Chennai Super Kings captain Dhoni as a rock star type character and runs under the Bollywood movie style tagline- ‘Picture Abhi Baki Hai. #MSDhoni‘s up to something new before #VIVOIPL! Stay tuned for the Asli Picture! #AsliPictureAbhiBaakiHai’.
It rolled out across both IPL channels and the Star Sports Network’s television, digital and social platforms and was launched on 20 August and included the copy: “IPL 2021 is back and ready to hit your screens once again! Time to find out how this blockbuster season concludes.”
#MSDhoni's up to something new before #VIVOIPL!
Stay tuned for the Asli Picture!#AsliPictureAbhiBaakiHai pic.twitter.com/4w51ynIrs0
— Star Sports (@StarSportsIndia) August 19, 2021
Goodbye days.
Hello, excitement #VIVOIPL 2021 returns on September 19 & we can't wait to hear the sweet sound of the again!: Star Sports Network & Disney+Hotstar pic.twitter.com/hY2JZlLeKK
— Star Sports (@StarSportsIndia) August 19, 2021
“There is a great deal of anticipation for the resumption of Vivo IPL 2021. Teams and players typically up the ante on the field, play top Cricket and are at their competitive best in the final weeks of Vivo IPL, which means fans can look forward to higher intensity, impossible heroics and nail-biting finishes in the month-long spectacle. And this is the proposition of our campaign – #AsliPictureAbhiBaakiHai. That, like a blockbuster, there are many twists and turns, highs and lows, thrills and spills in store,” explained Stars Sports Marketing Head Sanjog Gupta. “So, whether you watched the first ‘half’ or not, the second half from 19 September is unmissable. Star and Disney India are also committed to continue delivering the most engaging and immersive broadcast of the tournament across TV and digital platforms. Multiple regional feeds, world class presentation, enhanced viewing experiences and technology innovations will delight millions of viewers.”
Comment:
The 14th IPL tournament, which was paused at the start of May due to the second wave of the Covid-19 pandemic in India, is scheduled to resume on 19 September in the UAE and will reach a climax with the final on 15 October.
This follow-on campaign phase builds on the channel’s previous 2021 season promo which rolled out in March also featured Dhoni – this time a monk.
Appropriately, the first restart game will see Dhoni’s Chennai Super Kings take on the Mumbai Indians. Of the remaining matches, 13 will be held in Dubai, 10 in Sharjah and 8 in Abu Dhabi. The BCCI has produced a 46-page health advisory document that lays down the pandemic-linked conditions under which everyone associated with the IPL must follow.
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