Devesh Gupta

IPL 7 plays outdoor

To create visibility and drive viewership for the Indian Premier League, Sony Max and Sony Six have initiated an OOH campaign spread across 97 cities.

Sony Six and Sony Max have put up huge hoardings to promote Indian Premier League Season 7 across Mumbai and other cities. The aim is to grab eyeballs and drive viewership for the game.

IPL 7 plays outdoor
IPL 7 plays outdoor
IPL 7 plays outdoor
Executed by Storyboard Brandcom, the campaign is built around the tagline, 'Come on Bulaava Aaya Hai'.

The billboards are snazzy and light up at night with bright cut outs of bugles, calling out to passersby to catch the cricket frenzy on Sony Six and Sony Max, along with the match dates and timings.

The campaign features two unique innovations created especially for Mumbai at prominent locations such as Juhu and Mahim Causeway.

The Juhu creative features a hoisted collar with the tagline and bugles. It urges people to listen to the call of their heart, raise their collars and leave the world behind at IPL's signature tune.

The second innovation at Mahim Causeway is a combination of a rotating disc featuring the captains of the eight IPL teams and billboards featuring the tagline and official broadcasters, along with the match dates. The conspicuous 10X24 feet innovation attracts the attention of the target group that drives by.

Nabendu Bhattacharya, managing director, Storyboard Brandcom, says, "The whole idea behind the campaign was to drive viewership and create a recall for the league. This is the reason we have focussed on bringing the channels for the broadcast (Sony Max and Sony Six) and dates for the league very evidently in the campaign."

The campaign is executed in the large format throughout and is done in 97 cities across the country, which includes more than 6,000 touch points. The other media vehicles range from bus shelters, unipoles, gantries to wall-wraps and others.

According to the industry estimates, the cost for the campaign is Rs 4-4.5 crore.

Commenting on the association, Vaishali Sharma, vice-president, marketing and communications, Sony Max, says "With every campaign they have strived to push the creative limits to the fullest and this year's Pepsi IPL is one such example which aptly captures the thought of the campaign."

IPL Season 7 began on April 16 and will go on till June 1. The league has eight teams fighting out in the T20 format with current champions Mumbai Indians defending their title.