SET launches Pepsi IPL’s ‘Come On, Bulaava Aaya Hai’ campaign

MUMBAI: The IPL fever is set to grip the cricketing world once again beginning 16 April 2014 and this time around the first half it is set to kick-off in the UAE.

The first phase of Indian Premier League (IPL) matches will be played in Abu Dhabi, Dubai and Sharjah.

The official broadcasters of the IPL - Sony Max and Sony Six - have announced their big ticket marketing campaign for the Pepsi IPL 2014 coined ‘Come On, BulaavaAayaHai’.

The broadcaster claims that the campaign is inspired from the fact that Pepsi IPL is the biggest cricketing extravaganza in the world. The word ‘Bulaava’ connotes the ‘calling’ with the main premise that the year’s most awaited and anticipated cricketing event has finally arrived and there is no way anyone would want to miss it.

Talking about the upcoming season of the Pepsi IPL 2014, Sony Max EVP and business head Neeraj Vyas said in a statement: “In India, nothing supersedes the passion for cricket and during the IPL, that passion rises to an all-time crescendo. That is where we draw our latest campaign ‘Come On, BulaavaAayaHai’ emphasising that irrespective of anything that takes place in your life, the calling for the IPL will always reign supreme. This enthralling campaign coupled with world class talent on display is sure to entertain our viewers through this edition of IPL.”

The campaign kicksoff with a series of four films set in diverse situations of different people’s life reaching a crescendo 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 essence of the key nuance of IPL ‘Bulaava’, prompting people to literally drop everything to watch Pepsi IPL.

Speaking about the campaign, Sony Max VP marketing and communications Vaishali Sharma added, “IPL entices people across age groups, gender and languages. This year’s campaign “Come On, BulaavaAayaHai’ 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”.

The marketing campaign jingle is one of the most awaited elements of this striking tournament. After the splendid response and adulation of last year’s jingle, Max 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 broadcasters feel the jingle is sure to be a mega hit and will set the nation grooving to the tunes.

The entire campaign is the brainchild of the creative agency Havas Worldwide and has been directed and filmed by noted ad film director Rajesh Saathi of Keroscene Films.

On the association with Max on the films Havas Worldwide ECD Vivek Rao stated: “The campaign idea of 'Come on, BulaavaAayaHai' is played on a simple truth - no other property provides more action, more entertainment or more opportunity whether you're a viewer or a player. So no matter what calling you have, it's the call of the IPL that's more irresistible. After last year’s campaign, we needed something that would entertain as well as move the IPL brand forward. This seemed instinctively right.”

Stretching across a four 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.