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India’s New Obsession: Season 2 OF DLF IPL 2009 ONLY ON MAX
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MAX, India’s premier entertainment and events channel will once again be the only destination for the second season of The DLF Indian Premier League (IPL), a revolutionary concept in India’s sporting arena which gripped the entire nation last year converting even the most cynical sceptics. And MAX is readying the launch pad for DLF Indian Premier League Season 2. MAX unveils its latest campaign on television this weekend with a creatively titled campaign “Ek Desh Ek Junoon” aptly capturing India’s new obsession with the IPL.

This campaign on MAX will promote the channel as the ultimate destination for entertainment for the next 45 days, starting 10th April 2009. After having broken every record in the history of cricketing entertainment last year, The DLF Indian Premier League 2009 promises to scale new heights this year and MAX’s presentation of these matches will ensure complete, compelling family entertainment this season too.

The 60 second IPL ad film is a montage of shots which shows different people from all over India, doing exactly the same thing at the same time e.g. a group of people sitting with newspapers - they all turn a page in sync. Cooks in a restaurant in Mumbai twirl a Roomali roti in the air at the same time. In a class room full of kids, all raise their little fingers to ask for permission to go to the bathroom at the same time, 500 people at VT station call out for a taxi at the same time and so on. A number of such montage shots are shown. Finally a voice over asks: Kabhi sau crore logon ko ek saath ek hi cheez karte dekha hain? This is followed by a montage of IPL shots and shots of people reacting to last year’s IPL in the same manner across the country. And the final voice over says – ‘Ek Desh Ek Junoon, DLF IPL sirf MAX par’.

Says Gaurav Seth, VP - Marketing, MAX, “The IPL is our nation’s passion. With the 2008 DLF IPL, which proved its entertainment quotient last year, there is absolutely no question about what’s going to be on India’s mind, come 10th April 2009. We have captured that obsession and passion with our campaign this year, which details how across this country irrespective of geography, ethnicity, religion, age or gender, people came together to celebrate and enjoy the sensation that is the DLF IPL. Last year, MAX kept its viewers thoroughly entertained thus creating a revolution in prime time viewing habits. This year again, season 2 of the DLF IPL only on MAX, guarantees that the entire country will say ‘Deewana bana diya’ ”.

‘Ek Desh Ek Junoon’ campaign has been conceptualised by TBWA. Rahul Sengupta, National Creative Director, TBWA India says, “We set out to create a unique piece of communication for a very unique property, which is the IPL. We had been through more than twenty ideas and just picked one out of that - which was difficult to imagine and equally nightmarish to execute. Either the magic would fall really flat or else turn out exceptionally. I think we’ve achieved the latter.”

The film has been shot by Footcandles and directed by Ayyappa, of ‘Bingo Mad Angles’ fame. Given that the entire country is excited about this tournament, the campaign will be aired across all markets in English, Hindi, Tamil, Telugu and Kannada languages. In addition to the film being aired on SET network channels as well as other GECs, it will also be aired on news channels, music channels and regional channels all across India. MAX will promote the campaign in 150 towns through on-ground activities. These will involve contests, merchandising and other activities. Outdoor advertising, radio and the Internet will form a crucial part of the promotional mix.

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