Fantasy sports platform Dream11 launched its latest IPL 2022 activation leveraging its partnership with the 2022 tournament in the form of a campaign called ‘Enablers Of Dream’ which ran on tournament broadcaster Star Sports and across digital and social platforms and sought to drive downloads from its web hub.
Fronted by cricket super stars and brand ambassadors Rishabh Pant and both Hardik and Krunal Pandya, the Dream11 campaign is built around two strands and a trio of spots which all expand last year’s IPL 2021 ‘Dream Big’ campaign.
The campaign, which was conceptualised by Tilt Brand Solutions, began with a hero commercial called ‘Jab Dream Bada Ho, Toh Koi Akela Nahi Hota / When Your Dream Is Big, You Are Not Alone’ and features current Indian national team captain and Mumbai Indians skipper Rohit Sharma. Opening bat Sharma pays tribute to an unsung hero from his life – groundsman Suresh Dada – who tirelessly kept a pitch ready for him so he could spend countless hours perfecting his skill.
The ‘Dream11: Suresh Dada – Rohit’s Overtime Partner #DreamBig’ spot dropped on 25 March and brings to life the campaign idea that ‘when we dream big, we find help in the most unexpected ways. Always, dream big’.
This was supported by a pair of videos running under the ‘Ye Main Kar Leta Hoon / This Is What I Do’ sub-heading which feature cricketing brothers Hardik and Krunal Pandya, plus the Rush Twin choreographers and Rishabh Pant and Neel Kolhatkar.
Set against the backdrop of everyday scenarios – in metro stations and shopping stores – and referencing recent virals, the films showcase how creating fantasy sports teams on Dream11 is as exciting as being a part of a social media trend and that it can be done successfully by anyone from anywhere.
The spots, which rolled out across social media (YouTube) and OTT on 26 March, were called ‘Dream11: Chudiyaan Jo Bhi Bole, Aap Dream11 Khelo’ and ‘Dream11: Jugnu toh Rishabh Banega, Aap Dream11 Khelo’ with the hashtag #YeMainKarLetaHoon
“As a brand that is young and synonymous to sports, our efforts during each IPL have been to bring fans closer to the sport they love. As an Official Partner of the Tata IPL 2022, we welcome fans back to what promises to be the biggest season yet,” outlined Dream 11 Chief Marketing Officer Vikrant Mudaliar. “Under the umbrella of Dream Big, we continue to celebrate India’s spirit and love for sports, its players and fans. Whether through ‘Dream Big’ or the hugely popular ‘Ye Mein Kar Leta hoon’ series, we endeavour to inspire and delight fans and deepen our relationship with users, new and old.”
Till Brand Solutions Senior Director Of Creative And Content Adarsh Atal added: “Come IPL, we take a two-pronged approach to make a big splash with Dream11. For our first campaign, we tapped into the insight that dreams are never dreamt alone. We picked up stories from our cricketer’s past and paid homage to the unsung enablers of each one of their dreams. On the other hand, we also brought back our much loved ‘Ye main kar leta hoon’ campaign and added a topical twist to it with our own take on the current social media behaviour and trends.”
The IPL 2022 campaign was created for client Dream11 by a team at agency TILT Brand Solutions (Mumbai) and was produced by Nirvana Films and Directors Prakash Varma and Sukriti Tyagi.
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