With the ICC Cricket World Cup already underway and doing well in the ratings, it�۪s all eyes on the upcoming season of the Indian Premier League.
The fourth season of the IPL has been launched today in India with host broadcaster MAX unveiling its marketing and communication campaign titled ‘IPL On, Toh Bharat Bandh’.
The campaign will be spread over six weeks, starting with TVCs. The communication will be seen across television, print, radio, Internet, billboards, mobile, BTL and Out of Home. There are a series of seven TVCs which will be released over the next few weeks at weekly intervals. Each of these humorous films describes what happens in India when the DLF IPL is on.
MAX senior executive VP, business head Sneha Rajani says, “The DLF IPL communication on MAX has always been unique and path breaking. With the ���Bharat Bandh� idea this year, we have an immensely strong idea that the people of India will immediately identify with and relate to as well. We look forward to yet another record breaking edition of the IPL on MAX, this year�.
Canvas Films producer Rajkumar Hirani said, “When my partner Sanjiv Kishinchandani and I, first heard the idea of the Bharat Bandh, I realized that it had huge potential. If I had the time, I would have directed it myself. The next best way was to produce it, offer inputs and oversee it. Finally Shashank directed them. I feel he has done a brilliant job. I’m sure these films will bring a definite smile to people’s faces.”
The tournament kicks off on Friday 8th April. The event will be telecast on MAX in India, whilst broadcasters like Sky, ITV (last year’s rights holder) and ZEE Network are fighting it out to grab the UK/Europe rights. A decision is expected within the next fortnight.