Sony MAX's IPL Films & Flashmobs Get India Dancing

MAX, exclusive broadcaster of the Indian Premier League, has based its Pepsi IPL 2013 ‘Sirf Dekhneka Nahi’ marketing campaign around celebratory dance.

The work is based on the insight that in India ‘cricket is not just a game but a passion that moves every Indian to get up to celebrate and dance’.

Fun in tone, the work is fronted by superstar Indian choreographer Farah Khan and revolves around Farah asking the viewers to let go of their inhibitions and groove to the Pepsi IPL 2013 in support of their favourite teams as she teaches the nation to shake a leg to three new distinctive dance steps.

Each of the three new and unique signature campaign dance moves has its own TV execution:

‘Four’

‘Six’

and ‘Wicket

The campaign features a series of three short films, 3 dance instruction videos and one big grand film, all featuring Farah Khan.

The three short films target ‘women’

‘working professionals’

and ‘families’

all celebrating the IPL with Farah Khan teaching them the signature dance steps.

These campaign films then lead to the ‘grand film’ which will highlights how IPL binds cricket with dance and celebration and nothing can beat the fervour of Pepsi IPL 2013.

There is also a ‘Making Of’ extended online film seeded on YouTube and across the brand’s own digital platforms.

To support Farah’s new dance moves, the campaign also features popular music director/singer duo Vishal and Shekharwho who have composed a catchy (and quirky) tune for the Pepsi IPL 2013 campaign.

‘I am extremely excited to associate with MAX for their marketing campaign for Pepsi IPL 2013. Being an ardent cricket lover and a dancer, I can relate to the feeling of celebrating when your favourite team scores a four and a six or takes a wicket,’ says Farah Khan.

‘Just the way I train my Bollywood stars to let go of their inhibitions and dance with all their heart, similarly in this campaign I will teach the audience not to hold back and enjoy every single celebratory moment of this exhilarating tournament.’

This JWT created campaign was shot by film director Rajesh Saathi of Keroscene Films. Saathi, as well as being MAX’s campaign director for the previous IPL tournament, also wrote the screenplay for the hit film Main Hoon Na as well as being the director of several award winning ads and films.

The six week campaign runs right through the tournament.

Supporting the launch films and television, creative also runs across print, radio, digital, outdoor, mobile, BTL and out of home.

Max aimed to bring the campaign dance and IPL buzz to the streets of major Indian cities in the first half of April with major housing society activations, public space events and flashmobs aiming to engage men, women and children and with day-long family entertainment based around popularising the new signature dance moves.

The moves were taught from stages and the audience were also given a chance to showcase their talent at video booths (incentivised by prizes).

The campaign is also available on the Sony Entertainment Nertwork’s online hub at www.SonyLIV.com.

Comment

This campaign certainly reflects the fact that in cricket crazy India people are genuinely involved in the game rather than just passive watchers of it.

An important insight for a TV rights broadcaster.

This activation moves on from the traditional awareness and excitement building approach that encourages viewers to sit back and passively watch, but encourages active participation.

Links

Sony MAX

http://www.maxtelevision.com/

Sony Entertainment Network

www.SonyLIV.com

Bad Dancer TVC YouTube

http://www.youtube.com/watch?feature=player_embedded&v=GYnOxwU7Gdk

Office TVC YouTube

http://www.youtube.com/watch?v=j19L_EiD1VA&feature=player_embedded

Kitty Party TVC YouTube

http://www.youtube.com/watch?v=0MQ4Jbb_nns

Naching Nation TVC YouTube