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DH Exclusive :  IPL 8 campaign takes the safe route of uniting Indians 'emotionally'
Wednesday 01-April-2015, 10:51,
IPL 8 campaign takes the safe route of uniting Indians 'emotionally'
After the conclusion of World Cup, it is now time for the Indian Premier League (IPL) to kick off. To keep cricket enthusiasts entertained and also create hype around the latest edition, the official broadcaster, Sony Max and Six have launched a creative campaign ‘India Ka Tyohaar’ which claims to be unique and different from the other IPL campaigns.

The campaign kicked off with a series of 3 prequels set in distinct situations of people’s life. As part of the second phase, an IPL 2015 anthem was released which was written by Chairman and Chief Creative Officer of DDB Mudra Sonal Dabral and composers Salim-Sulaiman were roped in for the music. In the third and the final phase, three TVCs have been released which attempt to capture the excitement that IPL brings.
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The first TVC ‘Sweet Shop’ tells the story of a stern shopkeeper and a young boy. It is because of the match, the later manages to melt the owner’s heart, highlighting the message that with the IPL, now all differences will disappear. The ‘In-Laws’ TVC is a film which shows how women bring good luck to every household and also breaks the stereotype that mother-in-laws are not always evil. This TVC targets women IPL viewers who form a large pie in the viewership chart. The final TVC takes place at a college and shows two rival college groups who set aside their differences when it comes to supporting their ‘apni’ or own team at the IPL.

Click here to watch the TVCs:
College https://www.youtube.com/watch?v=2Ezwp8lN8EE
Sweet Shop: https://www.youtube.com/watch?v=g1kSh8KoYxU
In laws: https://www.youtube.com/watch?v=b_u5KWdhhoA
Anthem: https://www.youtube.com/watch?v=2Ag3CYRv-FA

http://www.exchange4media.com/59539_ipl-...nally.html
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