Creative muscle: How IPL campaigns have evolved over the years
With the Indian Premiere League (IPL) 2020 set to commence from September 19, 2020, the campaign frenzy is expected to begin soon. Though the tournament is being played in the UAE this year due to the COVID-19 pandemic and mostly likely in empty stadiums or with very limited attendance, Indian cricket fans are eagerly awaiting the first major live sports event on television this year.
Over the years, memorable campaigns have whipped up fan frenzy for IPL, with the tournament being given the feel of celebration and promoted as ‘India ka Tyohaar’. These campaigns have been as much a part of the tournament as the action on the field and cricket lovers thronging the stadiums.
Also read: Here’s how much cricket fans spend on IPL
From ‘Manoranjan Ka Baap’ to ‘Game Banayega Name’, here’s a nostalgic look back at the most iconic IPL campaigns over the years:
IPL Season 1
The first edition of the IPL ad campaign promised the perfect package for every Indian – Suspense, drama and power packed entertainment!
IPL Season 2
The BCCI had decided to host the second season in South Africa as the tournament coincided with the General Elections in India. The campaign addressed this change and celebrated the joy of cricket, unaffected by geographical boundaries.
IPL Season 3
IPL returned to India with full intent. To make the homecoming a memorable one, IPL launched the ‘Sare Jahan Se Acha’ campaign, which focussed on pride and patriotism, evoking similar emotions in the minds of the people.
IPL Season 4
This was an extremely hilarious and satirical ad from IPL, which compared ‘Bharat Bandh’ called by various political parties with the country’s cricket vacation. This one went on to become even more successful than the ICC Cricket World Cup campaign.
IPL Season 5
The campaign for the fifth season highlighted people carrying chairs, stopping wherever they were and sitting down to watch their favourite game. The campaign was titled ‘Tashreef Tokra’ and the tagline, ‘Aisa Mauka Aur Kaha Milega’, summarised the spirit of a true cricket fan, which overshadows everything.
IPL Season 6
Arguably one of the best campaigns by IPL. They collaborated with choreographer and director Farah Khan for the 6th edition, where she was seen teaching dance steps to fans. Packed with entertainment, ‘Sirf Dekhne ka nahi’ engaged the fans and got them on board for some cricket frenzy.
IPL Season 7
IPL was reaching new highs by the seventh season. The ‘Come on Bulava aaya hai’ campaign showcased a Bharatnatyam dancer running in sport shoes to watch the match and people rushing for the love of their favourite tournament.
IPL Season 8
Banking on the festive nature of the IPL, they managed the entire country to hum in unison – ‘Ye Hai India Ka Tyohaar’, marking the launch of the campaign for the 8th season of the IPL, uniting people.
IPL Season 9
The ninth edition promoted unity with ‘Ek India Happy Wala’ as the entire country faced some tense times.
IPL Season 10
Marking the 10th anniversary of India’s favourite cricket League, the ‘10 saal aapke naam’ paid tribute to the Indian fans, who have played a huge role in making the IPL successful.
IPL Season 11
This edition marked the tournament shifting from Sony to Star, who took the stakes even higher with the ‘Best vs Best’ campaign. For the first time, IPL focused on regional elements for its campaign and launched the campaign in multiple languages like Tamil, Malayalam, Tamil, Telugu and Bundelkhandi.
IPL Season 12
Star’s campaign for Vivo IPL 2019 – ‘Game Banayega Name’ – talked about individualistic achievements. It was for first time that the spirit of the IPL reflected the idea of seniors mentoring youngsters to eventually pave the future for them.
Anticipation and expectation from the campaigns for IPL 2020 is high, given the tough circumstances under which the tournament is being held. With being confined to homes, maintaining social distancing, being cut off from a lot of favourite activities and just emerging from lockdown, cricket fans are looking for some cheer, reassurance, a reflection of the resilience of the people and a whole lot of cricket action. All these are expected to reflect in the campaign strategy for IPL this year.