Sony India launches marketing blitz for IPL 2017

Raj Baddhan

Senior Editor


Sony MAX, Sony SIX and Sony ESPN, the official television broadcasters of the Indian Premiere League (VIVO IPL) have embarked on the 10th season of the country’s biggest ever sporting event by paying a tribute to its ardent fans with an emotional message through its new campaign, “10 saal aapke naam”.

The series of 6 ad films with the key message “10 saal aapke naam” encapsulate the fervor and madness of the fans across gender, generations and geographies. The films celebrate various types of fans, be it the ‘Antaryami Fan’ who year after year makes predictions with confidence and even though all his predictions do not come true, he does not deter from making them again and again; the ‘Vehemi fan’ who fears that if he watches the match his team will lose so every time his team plays he is seen standing outside the door, be it a restaurant, a store or even his own house and the ‘Under Pressure fan’ who will postpone even nature’s call and be uncomfortable but will not budge from the television screen till the last ball is delivered. Through these films the network wants to convey its gratitude to the fans who have made VIVO IPL a brand synonymous with happiness, togetherness and celebration.

The campaign is the brainchild of the creative agency DDB Mudra and has been directed & filmed by noted ad film director Hemant Bhandari of Chrome Pictures Media. For the anthem the broadcaster has roped in music composer duo, Salim- Sulaiman and singer, Benny Dayal. With phrases like Mahaul sajatey, Haal batatey, Halla machatey, the VIVO IPL anthem salutes the passion of the zealot who passionately follows the game and cheers at the stroke of every four and six.

Extending across a period of four weeks, till the launch of the tournament, the VIVO IPL 2017 campaign will have a complete 360-degree roll-out across mass media, the key ones being television, print and digital.

Neeraj Vyas, Senior EVP & Business Head, Sony MAX cluster, Sony Pictures Networks said, “SPN and VIVO IPL have had a great journey so far and this is the 10thseason of the tournament. Over the last nine years we have seen the tournament grow in terms of stature, viewership and the buzz that it creates and hence it was only logical to make the tenth year a grand celebration. The marketing campaign borrows from real life insights on how viewers of VIVO IPL engage and involve themselves with the game. We believe that the fans are instrumental in making this tournament the mega blockbuster that it is and that is why this year’s campaign is an ode to the VIVO IPL Fan”.