Aboard the 'Bulaava Express' this IPL season!

It’s time to bring on the caps and hit the cricket field! Yes, it’s the most coveted cricketing event of the year begins today with seventh edition of the Indian Premier League to be telecast on Sony MAX and Sony SIX, the official broadcasters of IPL 7.

The broadcasters have announced their new mega marketing campaign for the Pepsi IPL 2014 called ‘Come On, Bulaava Aaya Hai’. The campaign is inspired by the idea that Pepsi IPL is the biggest cricketing extravaganza in the world and the calling of the game is one that can’t go unheard! The word ‘Bulaava’ connotes the ‘calling’ with the main premise that the year’s most awaited and anticipated cricketing event has finally arrived and there is no way you would want to miss it.

The campaign kicked off with a series of four films set in diverse situations of different people’s life reaching a crescendo with three surprise films and culminating into a final ‘Bulaava film’. Be it a runaway bride drawn to the call of the IPL bugle, a son by the side of his ill mother or a priest struggling to free a woman possessed with a spirit, all films have the essence of the key nuance of IPL  ‘Bulaava’  prompting people to literally drop everything to watch Pepsi IPL.

Like always the marketing campaign jingle is one of the most awaited elements of this grand tournament. After the splendid response and adulation of last year’s jingle, Sony MAX & Sony SIX have once again roped in the musical duo Vishal and Shekhar. Basing on the campaign theme, the duo has come up with yet another catchy song. The jingle is sure to be a mega hit and is set to have the nation grooving to the tunes.

The entire campaign is the brainchild of the creative agency Havas Worldwide and has been directed & filmed by noted ad film director Rajesh Saathi of Keroscene Films.

Talking about the upcoming season of the PEPSI IPL 2014, Neeraj Vyas, EVP and Business Head, MAX said, "In India, nothing supersedes the passion for cricket and during the IPL that passion raises to an all-time crescendo. That is where we draw our latest campaign ‘Come On, Bulaava Aaya Hai’  emphasizing that irrespective of anything that takes place in your life, the calling for the IPL will always reign supreme. This enthralling campaign coupled with world class talent on display is sure to entertain our viewers through this edition of IPL.”

Vivek Rao, Executive Creative Director, Havas Worldwide said, “The campaign idea of 'Come on, Bulaava Aaya Hai' is played on a simple truth - no other property provides more action, more entertainment or more opportunity whether you're a viewer or a player. So no matter what calling you have, it's the call of the IPL that's more irresistible. After last year’s campaign, we needed something that would entertain as well as move the IPL brand forward. This seemed instinctively right”.

Adgully caught up with Vaishali Sharma, Vice-President Marketing & Communications, MAX to get more insights about the campaign.
Speaking about the campaign, Sharma said, “IPL entices people across age groups, gender and languages. This year’s campaign ‘Come On, Bulaava Aaya Hai’ is a unique thought that stems from the insight of how the passion of IPL overtakes every aspect of these different people’s lives highlighting their hunger for the tournament and eventually creating a huge national frenzy”.

Though the campaign will be creating a huge buzz in 13 big cities including metros, but when asked if there will be a special focus in tier II and III cities, Sharma said, “Of-course there will be huge buzz there too! We are covering 50 such towns as tier 2 and tier 3 towns are also important for us. Though the ‘Bulaava Express’ will not go there but we have a lot of similar activities which will create a buzz in that market too.”

Bulaava Express will be seen in cities like Delhi, Kolkata, Bangalore, Lucknow, Chandigarh, Jaipur, Chennai, Nashik, Indore, Hyderabad, Ahmedabad and Nagpur between April and May creating euphoria for Pepsi IPL 2014. Sony MAX & Sony SIX have created this unique initiative especially for the followers of the grand spectacle of Pepsi IPL. 

Stretching across a 4 week period till the launch of the tournament, the Pepsi IPL 2014 campaign will have a complete 360 degree rollout across mass media. Starting with the campaign films on television, the communication will be seen by viewers across mediums like television, print, radio, digital, outdoor, on-ground, mobile, BTL and out of home. The campaign can also be viewed on www.SonyLIV.com, the online home of Sony Entertainment Network. The campaign is a 4 week plus campaign which is spread across 95 channels including all MSM channels and print publications like Times of India, NBT, MT, Vijay Karnataka, Dainik Saamana, Daily Thanthi, The Hindu, Vijayavani, Deccan Chronicle, Saakshi, Eenadu, Dainik Bhaskar, Divya Bhaskar, Divya Marathi, Dainik Jagran, Amar Ujala, Gujarat Samachar, Lokmat, Ajit, ABP, TT will also be promoting IPL heavily. On the OOH front 500 sites across 97 cities of India are covered.

Apart from print publications, there will be a huge buzz over radio channels too. Sharma said, “The radio campaign is spread of 2 weeks across, 11 stations and we have a special plan for addressing LC1 Markets where we will be playing out the spots on AIR. We have done some extremely interesting innovations with Radio Mirchi this year, Red FM, Big FM & Fever will also be promoting the campaign in a big way via contests & other interesting integrations.”

The channels Sony Max and Sony Six have got eight sponsors on board. The list includes title sponsor Pepsi, presenting sponsors Vodafone and Karbonn Mobile, while the associate sponsors are Havells, Prefetti, Amazon, Cadbury, TVS and Marico.
 

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