BCCI streaming partner Disney+ Hotstar promoted its IPL 2021 coverage ahead of the 9 April first ball by rolling out its tournament anthem called ‘India Ki Vibe Alag Hai’.
Launched on 7 April, the three-minute ‘India’s Vibe Is Different’ anthem and accompanying spot was conceptualised by the Disney+ Hotstar in-house marketing team and electronic music producer and DJ Nucleya (Udyan Sagar).
The anthemic campaign includes unique dance steps inspired by the stars of each IPL team and the spot features crickets fans from each IPL franchise city celebrating the start of the tournament in a variety of different ways.
The idea behind the initiative is that, at a time where so many Indians and cricket fans are at home due to the pandemic, India has changed the way it celebrates.
The campaign seeks to champion the spirit of India’s cricket fans and is set to a catchy, foot tapping Nucleya tyrack which aims to get cricket lovers everywhere dancing.
The lead spot urges viewers to celebrate the start of the tournament by ‘dancing through the day and cheering for your favourite team with your city’s hook step’ and it also reminds viewers to stream IPL 2021 games only on Disney+ Hotstar VIP from 9 April.
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