Max in IPL marketing spree

MUMBAI: IPL broadcast partner Max has set the ball rolling with its latest television campaign for the multi-million Twenty20 game under the "Ek Desh Ek Junoon" title.

The campaign will be aired across all key markets in English, Hindi, Tamil, Telugu and Kannada languages. It will also be run on Set network channels and various other GECs.

Says Max VP - marketing Gaurav Seth, "Our target is to reach out to at least 50 channels across all languages and genres in India. This includes all the general entertainment channels, kids' channels, regional and music channels and, of course, news channels."

Apart from television, Max will also promote the campaign in 150 towns through on-ground activities, contests and merchandising. Outdoor advertising, radio and the internet will form a crucial part of the promotional mix.

"We will be launching our radio and outdoor campaign during the last week of March. While we plan to tie up with select radio stations in over 50 cities, out-of-home will spread across 60 cities with 3 lakh square feet outdoor canvas," Seth says.

The channel will be using the internet platform to target viewers directly. Explains Seth, "We will also be actively engaging the social media space through communities and blogs to promote this high profile game."

Brains behind the TVC

Conceptualised by TBWA, the commercial has been directed by Ayyappa of 'Bingo Mad Angles' fame. Footcandles is the producer of the TVC.

Says TBWA India national creative director Rahul Sengupta, "We set out to create a unique piece of communication for a very unique property, which is the IPL. We had been through more than 20 ideas and just picked one out of that - which was difficult to imagine and equally nightmarish to execute. Either the magic would fall really flat or else turn out exceptionally. I think we've achieved the latter."