As the tournament got underway on 9 April, the fantasy sports gaming platform Dream11 began rolling two parallel campaigns each spearheaded by a set of six spots all activating its title sponsorship of the 2021 Indian Premier League (IPL).
The twin campaigns were both conceptualised and created by Tilt Brand Solutions and revolve around 12 films split into two series of six spots – one focuses on teamwork and the other on the gaming brand’s platform.
The first half dozen videos are a part of the gaming brand’s #Dream11PeDimaagLagao / #IfYouWantToPutYourMindToItDoItForDream11”campaign and the other six spots run under its #TeamHaiTohMaazaHai activation.
The #Dream11PeDimaagLagao campaign focus on encouraging viewers, gamers and cricket fan to to use their innovative side for Dream11, while the #TeamHaiTohMaazaHai / #TheresFunIfTheresATeam activation which is built around the benefits and perks of team spirit.
The #Dream11PeDimaagLagao spots all feature a protagonist making seemingly silly, yet eventually shown as smart excuses to get out of tricky situations that they want to escape. These all end with former Indian skipper and cricketing super star MS Dhoni’s end line: “Dimaag lagaana hai, toh Dream11 pe lagaao / If you want to put your mind to it, do it for Dream11”.
The second, parallel #TeamHaiTohMaazaHai initiative features friends who join together to successfully complete seemingly impossible tasks which they couldn’t do alone.
These spots all feature one or more of the brand’s cricket ambassadors: Hardik Pandya, MS Dhoni, Shikhar Dhawan and Shreyas Iyer.
“The last three seasons that we have been creating the campaign for Dream11, our approach has always been two-pronged; create brand love with stories that involve fans and their favourite cricketers and while doing so, also communicate that Dream11 is a game of skill and requires genuine knowledge of the sport itself,” explained Tilt Brand Solutions Chief Creative & Content Officer Shriram Iyer.
“So you will always see both these messages working in tandem. This season’s campaign is yet another hat tip to the sport and its ability to bring the stars of the sport and fans together. And the message ‘team hai toh mazaa hai’, literally means that making your team on Dream11 makes for great excitement and joy.”
Comment:
It was back in August 2020 when the Board of Control for Cricket in India (BCCI) announced that the new title sponsorship of Indian Premier League was Dream 11 as the fantasy cricket league platform (already a BCCI partner) replaced Vivo after the BCCI suspended the Chinese firm’s five-year contract due to the ongoing tensions between the two countries.
The two in-tournament activations follow on from Dream11’s ‘MyTeam11’ pre-tournament campaign and follows in the footsteps of the gaming brand’s previous non title sponsor IPL initiatives such as the MS Dhoni fronted 2018 #KheloDimaagSe campaign.
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