In a cricket crazy nation like India, the Indian Premier League (IPL) acquires massive viewership each year, inviting national & international brands to empty their advertising budgets. Ad campaigns during IPL have become a tradition and brands now have started saving their best for this period. IPL’s promotional campaign this year by Sony titled ‘Ek India Happy Wala’ did not garner much success as compared to their previous campaigns ‘India Ka Tyohar’ or ‘Dil Jumping Japang’. Here’s a quick take on what other brands have rolled out this year.
Vodafone entered with their ‘SuperNet’ proposition this year. A series of marketing initiatives spanning across TV, print, radio, digital and outdoor has been put together to engage audiences with the theme of ‘super’. Now you can be a Super buddy, Super brother, Super son or a Super anything with Vodafone’s SuperNet. The brand also roped in Lauren Gottilieb for the Vodafone SuperCheer contest and to promote their new slogan #HakkeBakke. The films showcase relatable incidents and manages to strike a chord with the audience. We do miss their ZooZoos, though. Nonetheless, this is a good break from them.
FreeCharge has a good understanding of the Indian mindset. We always find an excuse to not return our ‘udhaars’. #LoDoKhatamKaro revolves around the same concept, to introduce a new feature on the app. The campaign includes 2 TVCs and a microsite to host user-generated content and run contests.
The concept of sending money through apps is not new. Until now, no one has used a humorous way to introduce it to the consumers. FreeCharge’s method is quirky and there could be no better time than the IPL to release this campaign.
Tata Sky Active
Tata Sky’s Isko laga daala toh pyaar jingalala promotes its “Active” range of services. The brand adds a dash of romance by playing a role in the everyday lives of couples. The campaign comprises films featuring a couple from each age group, thus connecting to couples of all ages.
Minimal scripting and expressions take centre stage in the films. The campaign does bring alive magical moments of love between couples which are bound to put a smile on your face (even if you are not married).