SET Max, which will broadcast the Indian Premier League (IPL) matches from April 10, has conceptualised a three phased 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.This year again, season 2 guarantees that the entire country will say 'Deewana bana diya'."
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 Vice-president, marketing, SET Max said.
'Ek Desh, Ek Junoon' 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.
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.
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