Sony Max launches new campaign "Sirf Dekhneka Nahin"

MAX, the exclusive broadcaster of the Indian Premier League announced on 19th February 2013 its new marketing campaign for the Pepsi IPL 2013 called ‘Sirf Dekhneka Nahi’.  The campaign ‘Sirf Dekhneka Nahi’ comes from the insight that cricket is not just a game in this country but a passion that moves every Indian to get up to celebrate and dance. Drawing from this insight, MAX has roped in none other than the famous choreographer Farah Khan to establish 3 unique signature dance moves for the campaign, namely for a four, a six and a wicket. MAX’s campaign will feature Farah asking the viewers to let go of their inhibitions and groove to the tune of the Pepsi IPL 2013 in support of their favourite teams. Soon the nation will be seen shaking a leg to these 3 distinctive dance steps.

The campaign will feature a series of three short films, 3 dance instruction videos and one big grand film, all featuring Farah Khan. The three short films will showcase women, working professionals and families celebrating the PEPSI IPL 2013 together with Farah Khan teaching them the signature dance steps.  These campaign films will lead to the grand film which will highlight how IPL binds cricket with dance and celebration and nothing can beat the fervour of PEPSI IPL 2013.

To make the campaign a nationwide sensation and to add to Farah’s incredible dance moves MAX has also roped in the popular and talented music director–singer duo Vishal and Shekhar who have composed a very catchy and quirky tune for the Pepsi IPL 2013 campaign.

Commenting on being brought on board as the face for MAX’s PEPSI IPL 2013 campaign, Farah Khan said, “I am extremely excited to associate with MAX for their marketing campaign for Pepsi IPL 2013. Being an ardent cricket lover and a dancer, I can relate to the feeling of celebrating when your favourite team scores a four and a six or takes a wicket. Just the way I train my Bollywood stars to let go of their inhibitions and dance with all their heart, similarly in this campaign I will teach the audience not to hold back and enjoy every single celebratory moment of this exhilarating tournament..” Apart from being MAX’s campaign director for the previous edition of the tournament, she is also the story and screenplay writer of the film Main Hoon Na and has directed many award winning brand films.

Talking about the upcoming season of the PEPSI IPL 2013, Mr. Neeraj Vyas, EVP and Business Head, MAX said, "A cricket crazy nation like ours needs to be more involved in the game then just being mere onlookers. Through the campaign ‘Sirf Dekhneka Nahi’  we want to encourage the audience to not just watch the Pepsi IPL but to participate and rejoice every moment of the game with adrenaline-charged dance moves choreographed by Farah and get hooked on to the game by actively participating throughout the season.”

Elaborating on the campaign, Gaurav Seth, Senior VP – Marketing and Communications, Max stated, “IPL is a platform we market across media to reach the entire population of India. There are no barriers in terms of age, geography, gender, etc. since we believe that the IPL belongs to every citizen in India. In order to reach out to all of them, it is about encompassing every medium we have. Whether it is radio, on-ground activations, flash mobs, mobile, internet, etc., there is so much we can do as it is all about complete engagement.”

According to Seth, television is a mass reach medium which delivers to around 75 to 80 per cent of the audience. Hence, the channel has allocated around 40 per cent of its marketing spends to television and the rest 60 per cent to different media platforms such as print, radio, outdoor, digital, etc.

Both Gaurav Seth and Mr N.P. Singh spoke to Adgully with regard to their new campaign and how the brainstorming session led to their latest thought ‘Sirf Dekhna Nahin’
Mr. N.P Singh said that they had conducted a research earlier and the thought that came up that  people’s active participation was the need of the day and hence the thought behind the peppy campaign. He said,” It’s a good concept and you will see the campaign unfolding gradually as we go forward.”

He also added that the IPL would be simulcast on three channels and hence build up a lot of traction for viewers. With regards to IPL as a property he says it is a strong property and a very popular brand.

Speaking about the campaign Mr. Gaurav Seth, Sr. VP Marketing & Communications, MAX said, “Keeping with MAX’s tradition of launching innovative and clutter breaking communication comes ‘Sirf Dekhneka Nahi’ – a unique thought, based on a key insight as to how Indians view the league. We expect the viewership on the Pepsi IPL to be extremely involved and this is what the campaign brings alive”.

Seth too agreed that it is a differentiated property and the glamour and entertainment quotient made the game more popular. Since viewers of all ages watch and get involved in the game the thought of having their active participation led them to their latest campaign. He says that India is a country of expressive people who look forward to occasions to sing and dance and hence the thought of introducing the new concept. “In the case of IPL over a period of 48 days it is not out of place to celebrate and now this simple tool will help them do that.”

He went on to say that IPL is an established property now and people know what to expect and accordingly make plans around it. He also said, “Today in India there is no bigger entertainment than IPL which is the ultimate entertainment destination .”

“The 96 matches can deliver such excitement  and viewership at the end of the day and this is what I have experienced since I have been involved in all the campaigns till date,” he said with regard to his journey since his association with the IPL.

The campaign has been created and conceptualised by JWT. The films have been directed by ad film director Rajesh Saathi of Keroscene Films.

Stretching across a six week period till the launch of the tournament, the Pepsi IPL 2013 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, mobile, BTL and out of home. The campaign can also be viewed on www.SonyLIV.com, the online home of Sony Entertainment Network.