Dream 11, Tilt Brand Solutions raise the IPL fever with Ye Game hai Mahaan campaign
Dream11, India’s Biggest Sports Game, recently launched its integrated marketing campaign ‘Ye Game hai Mahaan’, celebrating the Indian cricket fan’s love for their favourite sport. Through these 6 ad films, Dream11 puts the spotlight on the fans and celebrates the passion that makes them go out of their way to play a game of cricket. Be it rough grounds, unfavourable weather or the fury of the neighbours, a real cricket fan never wavers.
Cricket is a national passion with over 80 crore Indian fans. Among the 5 crore+ users on Dream11, 85% play cricket. As a cerebral game of skill, Dream11 helps users to apply their cricket knowledge and expertise giving fans an opportunity to become a champion. The films are true to the brand’s belief of not only celebrating the victories of the cricket greats but also the everyday unsung heroes, and how both of these together make cricket such a great game.
The 6 six films, conceived and created by Tilt Brand Solutions in 6 different languages, uniquely capture the spirit of cricket fans in diverse situations and also feature Dream11's brand ambassador MS Dhoni. The plots of the films will make every sports fan smile with nostalgia as they creatively attempt to establish the brand’s belief of immersing every fan in his/her favourite sport. We aspire to immortalize the love and dedication of the cricket fans by showcasing seemingly inconsequential actions as acts of heroism.
Commenting on the launch of campaign, Harsh Jain, CEO and Co-Founder of Dream11 said, “We’re thrilled to launch our unique advertising campaign that salutes the effort a true cricket fan makes to play a game of cricket. As sports fans, we’ve all been through some innocuous problems to play a game of cricket, and there’s always a hero who ensures that the game goes on. Our campaign celebrates these heroes and I’m sure it will strike a chord amongst all cricket fans. We believe this campaign will play a pivotal role in engaging our current 5 crore users and help us in welcoming onboard another 50M users to Dream11 in 2019”.
Adds Vikrant Mudaliar, Chief Marketing Officer, Dream11, “With a strong user base of over 5 crore ‘fans’, Dream11 has established itself as the leader of the Indian Sports Gaming industry. This IPL season, our campaign takes an innovative route for the brand's storytelling, by paying an ode to the most loved sport in India and its passionate fans. The campaign attempts to further establish Dream11 as the platform where every fan can connect with their favourite sport. Dream11 celebrates this passion and emotional connection of fans with cricket through - “Ye Game hai Mahaan”. We are confident that the brand campaign will resonate with cricket fans and our users across the country, stirring memories of their experiences with the sport.”
Concludes Shriram Iyer, Chief Creative & Content Officer, Tilt Brand Solutions “Cricket in India is so popular not just because of the game and its players, but arguably more so, because of the fans who are obsessed with it. The films showcase acts of dedication and heroism of fans for the cause and sake of cricket. These films truly are, made about cricket fans for cricket fans.”
The advertising campaign went live on March 21st on TV channels across popular genres like news, entertainment, lifestyle, sports, movie channels etc in multiple languages. It is also being aired during the IPL games on Star Sports and Hotstar. In addition to these, the campaign will also engage with fans and users on Facebook, Twitter, YouTube and Instagram. The 6 films will go live in a sequential manner over the next few weeks and as of now 2 films are out and the campaign seems to have already hit the right note amongst viewers and fans!
Brand & Communication Consultants – Tilt Brand Solutions
Production House – Nirvana films