Television channel Max will be launching its new campaign, designed by TBWA, to promote its broadcast of the DLF Indian Premier League.
The BCCI’s league cricket format is expected to change the game and its presentation forever; as they’d say in Hindi, it’s expected to be the baap of all entertainment. Working around that idea, the TBWA team created the 75-second, ’70s Bollywood-style film to pitch the DLF IPL as ultimate entertainment on TV.
“The idea was to sell DLF IPL more as entertainment than cricket, considering it would be aired during prime time and was pitched against popular programming of saas bahu and mythological serials on general entertainment channels,” said Mr Rahul Ghosh, Creative Director, TBWA.
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