Star takes IPL on a regional campaign trail, but misses out on the fun factor

Star India has rolled out the second phase of the national campaign for Vivo IPL 2018 with a series of films in six languages ahead of the cricketing spectacle. The campaign attempts to answer the question on everybody’s mind – from Bundelkhand to Madurai – ‘who would win when a tiger takes on another?’ 

Star had recently unveiled the Best vs Best Vivo IPL anthem that reverberated through the country and crossed over 15 million views across social media platforms in a short time. 

The national campaign: “Kaun Jeetega?” (Hindi) “Who would Win?” portrays a young child posing the question to all around him. As his question goes unanswered by everyone, his father takes him to watch an IPL match, concluding that when a tiger takes on another, the tiger is always the winner. 

The national campaign, “Sher vs Sher”, conceived and conceptualised by the Star Sports Creative team, is directed by Shlok Sharma in Bundelkhandi and Prakash Varma of Nirvana Films in Hindi, along with Vijay Prabakaran in Tamil. 

The iterations of the national TVC are a portrayal of how this simple questions echoes across the nation. In Bundelkhandi: “Kaun Jeetego?”, shot in Chambal and Tamil: “Yāru Jeyippāṅga?”, shot in Madurai features two brothers who are in a question and answer banter as they go back home from school. The older brother is a ‘Know It All’ and has all the answers for his younger brother, but when they watch IPL on TV he fails to predict the winner, concluding with the punchline that when a Sher takes on another Sher, the winner is always a Sher. 

The Tamil version of the TVC will also be translated into Malayalam: “Aaru Jayikkum?”, Kannada: “Yaaru Gelluttaare?” and Telugu: “Evaru Gelustharu?”. 

Commenting on the launch of these films, Rahul Johri, Chief Executive Officer, Board of Control for Cricket in India (BCCI), said, “With fans across the globe waiting for the Vivo IPL 2018 to start, we decided to launch the second leg of the #BestVsBest campaign. It is all about the universal appeal of IPL. This aspect is something I believe will keep fans glued to all the action in Vivo IPL 2018, which will further enhance this global celebration of the brand IPL.” 

Gayatri Yadav, President Consumer Strategy & Innovation, Star India, said, “The Sher vs Sher campaign is a representation of what Vivo IPL 2018 has in store for millions of cricketing fans across the globe. Continuing from the IPL anthem launch earlier this month, with this motive we would like to reinforce how intense and unpredictable the contest would be between the teams to win the coveted Vivo IPL 2018 trophy. This April, stars from across the cricketing world descend upon India to prove their mettle in one of the most testing tournaments in the world giving fans across a truly exhilarating and nail-biting experience.” 

The 11th edition of Vivo IPL starts on Saturday, April 7, 2018 with defending champions Mumbai Indians taking on Chennai Super Kings.

Adgully’s take on the ads 

Just as the Indian Premier League is one of the most awaited events in the cricketing calendar, so are the promos and campaigns for the tournament. Over the last 10 years of the League’s existence, the iconic campaigns have created a huge buzz, whipping up fan frenzy across the nation. 

The one common thread running through all IPL campaigns in the last 10 years has been celebration – celebrating the game, celebrating Indians’ craze for cricket. Hence, projecting IPL as ‘India Ka Tyohaar’. The tone was set in the opening campaign for IPL Season 1 itself, heralding the tournament as ‘Mahoranjan Ka Baap’. The ‘fun’ factor has been integral to all IPL campaigns – one still remembers Farah Khan’s zingy dance moves in IPL’s ‘Jumping Jhapang’ campaigns. Even with the ‘Ek Desh. Ek Junoon’ campaigns in 2009 or the ‘Ek India Happywala’ campaigns in Season 10. 

In an earlier conversation with Adgully, Vaishali, SVP & Marketing Head of SAB TV and Sony PAL, had said, “IPL really cuts across generations, geographies, creed, culture. It is an event that facilitates bonding and camaraderie, in one sense I would say it is a mood changer – it excites, energises and inspires people.” 

In its 11th Season, the IPL tournament has Star as the official broadcaster. The promo campaigns for Vivo IPL 2018 are already on air. This time, the tournament is being given a strong regional flavour and will be telecast in 6 Indian languages. The campaigns reflect this strategy. However, from what we have seen so far, the campaigns seem to be lacking on that ‘fun’ factor that had brought on the sense of celebration, that bonding, that ‘human touch’ which went beyond the teams, the stadiums and permeated through every home. 

Sure, the ads being aired – in Hindi, Budelkhandi and Tamil – have found traction with the masses, with people asking for more ads in their own language. As one viewer on YouTube commented: “Kasam se aaj Morena ka hone par garv ho raha hai.” 

But some have slammed the ads as not meeting the creative standards set by IPL campaigns over the years and looking like an ad for “Ranji Trophy or any local league”. One even said, “‘Mauka Mauka’ jaisa funny video banao na.” Incidentally, the ‘Mauka Mauka’ campaign was created by Star Sports to promote the ICC World Cup 2015, mainly for the India-Pakistan matches.

We feel that while the regional flavour is strong, there needs to be more zing to the IPL 2018 ads. The question to be asked is not who will win the IPL 2018 tournament, but how wonderful the tournament journey will be – the anticipation of seeing good cricket, celebrating each good strike, each fall of wicket and enjoying it all with one’s friends, family and even the entire mohalla. The IPL 2018 ads have got the language right, now just bring back the heart and soul.

Creative details: 

Chambal film
Creative agency: Star Sports Creative Comms
Director: Shlok Sharma
Production House: Absolute Productions 

Madurai film
Creative agency: Star Sports Creative Comms
Director: Vijay Prabhakaran
Production House: Radhika Produces Films 

Sher vs Sher
Creative agency: Star Sports Creative Comms
Director: Prakash Varma
Production House: Nirvana Films

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