"Aisa Mauka Aur Kahan Milega', says DLF IPL's new campaign

All that tension, praying for the favorite team, fingers crossed, anger,. expectations, disappointments¦¦all that is back! I mean IPL is back with a bang. From "Manoranjan' to "ek Desh ek Junoon' to "welcome home' to "Bharat Bandh' and now "Mauka,' IPL has always created a buzz.

Sony MAX, the official broadcaster of the DLF IPL unveiled its new campaign which says, "Aisa Mauka Aur Kahan Milega.' Actually in such a busy schedule people forget to meet and enjoy! But IPL ka "maza saath baith ke dekhne mein he hai!'

The mega marketing and communication campaign, true to its theme celebrates the "mauka' or opportunity which the DLF IPL has always brought for its millions of viewers and cricket fans in every walk of life.

The campaign is a series of 4 short films leading to a grand opening film. The light-hearted, humorous films describe how the DLF IPL gives a "mauka' for families to come together to watch DLF IPL, or for friends to bunk work and enjoy a match and for kids to use it as an excuse to stay up late to watch the DLF IPL.

The campaign has been created and conceptualized by JWT, MAX's creative agency and directed & filmed by noted ad film director, Rajesh Sathi of Keroscene Films. Apart from being the story and screenplay writer of the film Main Hoon Na, he has also made many award winning brand films.

Talking about the campaign to Adgully, Gaurav Seth, Senior Vice President, Marketing & Communications, MAX, said, "The IPL campaigns on MAX have always been distinctive and path-breaking. With the "Aisa Mauka Aur Kahan Milega' campaign this year, we want to bring alive the obsession and passion of the IPL, which brings people together across the country with their friends and families, to enjoy the biggest extravaganza on Indian television. We look forward to yet another record breaking edition of the DLF IPL on MAX, this year."

It is obviously a hectic job to execute such a larger than life campaign. Seth also told Adgully that it is a result of an in-depth research done, in 25-30 cities, post IPL wherein they converse with focused groups and then finally those thoughts are used to come up with the approach to market IPL.

Sharing his thoughts on how Cricket brings viewers/ consumers together for a good exciting entertaining game, Seth said that it could be in any form. May it be a family get together, or friends sitting together and enjoying or may be two strangers bonding over a game.. The basic idea is to cater to the need of quality entertainment which an average consumer wants.

The campaign has a complete 360 degree rollout across mass media. All mediums are used well, TV, print, radio, internet, mobile, BTL and out of home, all is used too communicate the message of IPL.

The impressive film is shot on a large scale showcasing every heart gearing up to watch the IPL. Backed by an incredible comic sense and coupled with real life situations which the viewers will relate to, this campaign promises to entertain and build huge momentum for the DLF IPL 2012.

Talking about the upcoming season of DLF IPL 2012, Neeraj Vyas, EVP and Business Head, MAX said, "We set out to create a unique piece of communication for a very unique property, which is the DLF IPL. We at MAX are proud to bring our viewers the "mauka' to enjoy DLF IPL 2012 and we are certain that our communication campaign "Aisa Mauka Aur Kahan Milega' will only take the this tournament to greater heights. The films capture the one emotion that binds our country ' the undying passion for cricket everywhere."

Says Rajesh Sathi, noted ad film director of Keroscene Films, "It has been a fun journey creating the communication campaign for the DLF IPL. While the smaller 4 films "family photo', "phupaji', "summer vacation' and "friends' have been simple insights, the finale film is a dhamaal, earthy, India street film shot with a massive crowd. Ravi k Chandran has shot it aesthetically and R.Anandh has created the music including the rock qawalli "tashreef tokra' with lyrics by Manoj Yadav".

Priya Pardiwalla, VP & Sr. Creative Director JWT says, "For this edition of the DLF IPL, we have created a campaign that's very real and based on strong human insights. Whether it's Phuphaji, the friends film or India accumulating outside a TV showroom, the campaign reflects Steve and my true life experiences".

Steve Mathias, AVP & Sr. Creative Director adds, "The campaign focuses on opportunities and how IPL touches people's lives. It's been a great team effort. While Rajesh became a part of the writing process, Priya and me became a part of the making and production team. MAX, JWT and Keroscene have collaborated and worked together as one soul".

As told by Seth,on 4th April there will be a high impact print campaign on leading dailies also they are working on a large contest to create more buzz about the campaign. Lot of other initiatives are being done as IPL draws nearer and Adgully will keep you posted.