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The creative of the new campaign, which has been conceived by Euro
RSCG, is in line with the Max's 'Deewana Bana De' proposition. Elaborating
on the ad campaign Shah says, "The campaign depicts how cricket
breaks through barriers of age, sex, caste, creed, social status
and occupation and is a part of all our lives. This campaign is
aimed at further fueling the widespread appeal for cricket in the
country and Max is all set to bring some great cricketing action
to the viewers soon."
Three outdoor ads were released a few weeks back. One shows a goalkeeper
who has cricket gloves and pads on. That just shows the craze among
people for cricket. The second ad shows a Kathakali dancer who has
the Indian flag painted on his face, thus bringing the element of
cricket in it. The third shows a police constable sleeping on his
chair and instead of his regular staff, he has a stump in his hand.
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Who
bothers with football when there is cricket around??
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Come
on India... dikha do!
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Dream
on... cricket fever grips the nation alike!
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Says Euro RSCG vice-president creative Ashok Karnik, "The
brand communication that we have conveyed is on the same theme of
'Deewana Bana De' and on communicating the fact that cricket fever
is back on Max with the Videocon Cup and the ICC Champions Trophy.
The commercials are interesting and no matter how many times one
sees the TVC, he won't get bored."
The print ads will be out on 19 August. Max is also going to have
their interactive branded mobile vans across 102 non-metro cities
in India. People will be asked to take part in some small contest
and on winning they would be given cricket bats, caps among other
things.. Promotions will also be carried on websites such as this
one (Indian Television Dot Com) along with Max's own website.
The 40-second TVC, which has been directed by Kaustav Negoi, is
a montage of several situations and is backed by a peppy background
score. Also a lot of interactive activities are being developed
around the two cricket tournaments on Max. For the Videocon Cup,
an interactive activity called the 'Voice of India' has been developed.
This will basically be a poll which will be aired on the channel
and will seek people's opinion regarding various situations in the
match. Viewers can vote by SMSing their reply to 2525.
The second interactive activity is called the 'Classic Catches
Contest' wherein three - four catches of a particular match will
be shown and viewers can SMS their response for what they think
is the best catch.
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