Mumbai, March 24, 2014: Come April 16th, the entire country will be glued to the biggest cricketing extravaganza – Pepsi IPL 2014. MAX & SIX, the official broadcasters of the Indian Premier League have launched yet another path breaking marketing campaign ushering 2014’s most awaited and anticipated cricketing spectacle. This year the campaign tagline is ‘Come On Bulaava Aaya Hai’ with the main premise that the tournament has finally arrived and there is no way you would want to miss it.
The commercials kicks off with a series of four films set in diverse situations of different people’s life reaching a climax with three surprise films and culminating into a final Bulaava film. Be it a runaway bride drawn to the call of the IPL bugle, a son by the side of his ill mother or a priest struggling to free a woman possessed with a spirit, all films have the ultimate essence of the IPL ‘Bulaava’ prompting people to literally drop everything to watch Pepsi IPL. As we all know the ‘bugle’ sound has carved a unique identity for itself and has always ignited the fever and passion amongst enthusiasts. In the commercial the bugle sound will be followed by the instinctive and spontaneous action of raising of one’s collar as a sign of readiness to sit back and enjoy the Pepsi IPL.
Like always the marketing campaign jingle is one of the most awaited elements of this grand tournament. After the splendid response and adulation of last year’s jingle, Sony MAX & Sony SIX has once again roped in the musical duo Vishal and Shekhar. Basing on the campaign theme the duo has come up with yet another catchy song. The jingle is sure to be a mega hit and is set to have the nation grooving to the tunes.
Speaking about the campaign, Vaishali Sharma, Vice-President Marketing & Communications, MAX said, “‘IPL entices people across age groups, gender and languages. This year’s campaign “Come On, Bulaava Aaya Hai’ is a unique thought that stems from the insight of how the passion of IPL overtakes every aspect of these different people’s lives highlighting their hunger for the tournament and eventually creating a huge national frenzy”.
Stretching across a 4 week period till the launch of the tournament, the Pepsi IPL 2014 campaign will have a complete 360 degree rollout across mass media. Starting with the campaign films on television, the communication will be seen by viewers across mediums like television, print, radio, digital, outdoor, onground, mobile, BTL and out of home. The campaign can also be viewed on www.SonyLIV.com, the online home of Sony Entertainment Network.