SET Max positions IPL with 'Ek Desh, Ek Junoon'

Televisionpoint.com Correspondent | Mumbai
The future of the Indian Premier League (IPL) second season might be still doubtful, but its marketing campaign is currently on air on television channels. Last year, the tournament was promoted as a full fledged entertainment package with the Manoranjan Ka Baap campaign.

For long time, cricket has been seen as a mode of entertainment for men only. However, the short format has created more excitement around the sport, giving it the potential to be packaged as a full fledged entertainment programme for the better halves too.

In its first year itself, the IPL tournament turned out to be a national wave, irrespective of of geography, ethnicity, religion, age or gender. Based on the same insight, SET Max, which will broadcast the IPL matches from April 10, has conceptualised a three phase campaign to let people know the kind of entertainment they can gain from the channel.

The phase one of the campaign was initiated in mid-January, which took a humorous look at how the IPL has managed to make nation boundaries redundant. The phase two, called 'Ek Desh, Ek Junoon', was launched on March 08. The third phase, which is centered around the tune-in strategy, will be launched once the IPL cuts off the edge.

Gaurav Seth, vice-president, marketing, SET Max, says, "With the first season proving its entertainment quotient last year, there is no question about what's going to be on India's mind, come April 10. We have captured that obsession with our campaign this year, which details how across this country, people came together to celebrate and enjoy the sensation that is the IPL."

Gaurav continues to explains as, "Last year, we kept our viewers entertained thus creating a revolution in prime time viewing habits. This year again, season 2 guarantees that the entire country will say 'Deewana bana diya'."

Gaurav indicated to Televisionpoint.com that SET Max is spending close to a whooping Rs 65 crore on the entire campaign, which has been conceptualised by TBWA India.

"This year, we are able to spend more because unlike last year we have had more time to plan. IPL has proved to be hot property, so we are laying greater emphasis on its promotion." Gaurav says.

The fact that IPL is still sorting out its schedule, venue and security, hasn't deterred the channel to go ahead with the campaign. "For us, the overall dates remain the same. The IPL will start on April 10, as scheduled. It is just the venues that may be changed, which doesn't affect our plans," Gaurav said.

The 'Ek Desh, Ek Junoon' commercial is a montage of shots that depict real people in real life – albeit slightly exaggerated –situations. The ad has been conceptualised by TBWA India's Mumbai wing and shot by Footcandles Film.

The new campaign aims to promote the channel as the destination for entertainment for the next 45 days, starting April 10. IPL promises to scale new heights this year and the presentation of these matches will ensure compelling family entertainment this season too.

For example, a group of people sitting with newspapers - they all turn a page in sync. Cooks in a restaurant in Mumbai twirl a Roomali roti in the air at the same time. In a class room full of kids, all raise their little fingers to ask for permission to go to the bathroom at the same time, 500 people at VT station call out for a taxi at the same time and so on. A number of such montage shots are shown.

Finally a voice over asks, "Kabhi sau crore logon ko ek saath ek hi cheez karte dekha hain?". This is followed by a montage of IPL shots and shots of people reacting to last year's IPL in the same manner across the country. The final voice over says, "Ek Desh, Ek Junoon, DLF IPL sirf Max par".

As the IPL matches will be telecast during prime time, the challenge for Max was to capture single TV households and make them believe that the IPL is the greatest source of entertainment, even more than their soaps on the GEC's.

Rahul Sengupta, national creative director, TBWA India, says, "We set out to create a unique piece of communication for a very unique property. We had been through more than twenty ideas and just picked one out of that - which was equally nightmarish to execute."

The film has been shot by Footcandles and directed by Ayyappa of Bingo Mad Angles fame. The campaign will be aired across all markets in English, Hindi, Tamil, Telugu and Kannada languages. In addition to the TVC being aired on SET Network of channels, it will be also aired on 12 other channels including GEC's, news, music and regional channels.

Besides the ad film, SET Max will promote the campaign in 150 towns through on-ground activities. These will involve contests, merchandising and other activities. Print is not being used as a medium of communication for the campaign. However, outdoor advertising, radio and the Internet will form a crucial part of the promotional mix.

As of today, SET Max has signed eight companies as associate sponsors, which includes brands like Airtel digital TV, Havells, Hyundai, Max New York Life Insurance, Thums Up and Vodafone. LG, Godrej, ITC and Samsung have also confirmed that they will be substantial advertisers on IPL, but it is not clear whether they will be associate sponsors.