The first week of April saw fantasy sports platform MyTeam11 release a new campaign leveraging its rights and building buzz ahead of the IPL 2021.
Conceptualised by the sponsor’s in-house marketing and production team, the campaign is called ‘Ab Poora India Khelega / Now All India Will Play’ is led by a trio of films featuring actors Kanwaljit Singh and Tushar Pandey.
The creative’s narrative is built around the bittersweet relationship between a father and a son and drives home the message that across Indian households bond over cricket in general and the IPL in particular.
The commercials feature a dad and his son watching the cricket and at the end of each spot the father showcases is MyTeam11 fantasy sports skills and outsmarts his son by making the more prudent choices.
“A father and a son’s relationship has evolved with changing times especially when it comes to our favourite sport of cricket. But what still remains exclusive and competitive is the knowledge of the sport. This is exactly what we have also tried to capture in our latest campaign ‘Ab Poora India Khelega’,” explained MyTeam11 CMO Manvendra Singh Rathore speaking about the campaign.
“We have explained while fantasy cricket now captures the imagination of every Indian household but the knowledge of the sport is still paramount which brings them closer. We have also tried to showcase that the MyTeam11 application is a seamless and user-friendly product and can be used by anyone and everyone while aiding the learning of fantasy cricket.”
Comment:
MyTeam11 is the title sponsor of IPL 2021 which starts on 9 April and will reach a final on 30 May.
Dream11’s official partnerships and associations with sports properties has grown steadily in recent years. As well as high profile ambassador tie-ups with the likes of MS Dhoni and Sourav Ganguly, the company has official partnerships with 19 sports leagues led by its deals with six IPL franchises and it became the title sponsor of the IPL in 2020 (after upgrading its association from Official Partner to Title Sponsor).
The sponsorship see the digital fantasy sports brand seek to drive engagement with IPL fans and boost its customer base by creating online engagement initiatives and experiences for fans sitting at home and watching the matches and give them opportunities to showcase their knowledge & skill of the sport they love on the brand’s gaming platform.
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