Indian Premier League (IPL) fever has hit the nation yet again, with the start of the fifth season of IPL on April 4. Continuing its tradition, a high decibel out of home (OOH) campaign has been rolled out by SET Max, with innovations across various outdoor formats.
In Delhi, a real sofa has been created in a bus shelter, with a big framed group photo of cricketers. The creative featuring the cricketers is in a perfect family picture set up, and aims to highlight that the entire family can sit together and watch the IPL. A cut-out of a photographer with flash lights is also placed in the shelter at regular intervals.
The campaign also features innovations inside airports in Mumbai, Delhi, Bengaluru and Chennai, in which sofas with countdown timers are placed at the arrival areas.
Moreover, there are tie ups with malls and multiplexes in Mumbai and Delhi. Various items such as commodes, hay stacks, large paint buckets and paper stacks are placed at the multiplexes to establish the communication, 'Tashreef ka tokra jama ke rakhiye'.
Dipankar Sanyal, chief operating officer, MOMS, says, "The whole campaign has an essence of omnipresence, with clutter breaking innovations which to take the audience by surprise by the subtlety of their presence in malls and multiplexes. The effect is doubled by the larger-than-life buses installed with real people inside them. This campaign is like a perfect marriage of the client's (SET Max) desire to bring the campaign alive and the agency's ability to think beyond the usual to bring the desires into action."
The campaign is based on the tagline, 'Aisa mauka aur kahan milega', which means that the IPL is known for the opportunity it has given everyone, be it the franchise or the small town player who got a chance to play with Sachin, or a grandmother who finally found some content on television which can be viewed with her grandson, or an opportunity for a family to bind together.
"Our brief this year to MOMS was simple. Take the central thought of our campaign, Aisa mauka aur kahan milega, and manifest it pan India in the outdoor medium. Right from the creative planning to the innovations chosen and executed, MOMS has been partnering us in this effort," adds Seth on the campaign brief.
The creative agency is JWT, while the OOH campaign has been executed by MOMS, the outdoor unit of Madison
The 15-day OOH campaign kicked off on March 29 across India, spread across 78 markets.