Catalyst

Aboard the IPL wagon

| Updated on April 19, 2018 Published on April 19, 2018

 

It’s IPL season once again, this time on Star Sports, and brands are busy creating and releasing ads to air during the cricket extravaganza that is expected to reach 700 million viewers through multiple TV channels, six language feeds, and live-streaming on Hotstar. Title sponsor Vivo has launched a campaign with new brand ambassador Aamir Khan brandishing the new V9. Reliance Jio has launched a (literally) high-decibel campaign Dhan Dhana Dhan, starring Deepika Padukone and the teams of Chennai Super Kings (CSK) and Mumbai Indians. It also made headlines for complaining against Airtel’s IPL ad, which it alleged misled customers about free live streaming. Amazon’s new ad has brought back its aspiring cricket team Chonkpur Cheetahs. The Muthoot group has an ad with Amitabh Bachchan and CSK captain MS Dhoni. LinkedIn has launched its first India ad. Vodafone’s Zoozoos are back, in a Ninjas-to-the-rescue setting. Onida has brought its devil back – for its air-conditioners. Nestle Munch’s ad stars Priya Prakash Warrier whose wink in a Malayalam film song went viral.

In keeping with its claim of reimagining the IPL experience, Star India has announced the Star Re.Imagine Awards, to recognise creativity and innovation in the use of integrated media in advertising campaigns aired during the Vivo IPL 2018 on Star Sports and Hotstar.

Every creative broadcast there during the tournament will automatically be eligible for the Awards. A jury including advertising stalwarts John Hegarty and Piyush Pandey, filmmaker Raju Hirani, marketing veteran Vibha Rishi, digital evangelist Rahul Welde and adman V Sunil will on May 26 select two campaigns for the awards. Partnering with Star India in this initiative are Sideways, creative marketing platform Kyoorius and audit partner PWC.

Published on April 19, 2018
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