Indiantelevision.com Team

(3 April 2008 6:30 pm)

MUMBAI: Max, the official broadcaster of the DLF Indian Premier League (IPL), has rolled out the promotional campaign for the upcoming inaugural tournament.

As cricket has always been a key driver property for Max, the channel is making all efforts to market the property with a 360 degree approach across India.

With the tagline Manoranjan Ka Baap, the TV commercial (TVC) has hit the screen. The 75-second TVC which will run all through the 44 days of IPL and is directed by Rajesh Krishnan of Soda Films. DLF IPL kicks off at 4 pm on 18 April.

"The campaign projects IPL more than a sport. It redifines the entertainment by taking this sport to a new level," said Max VP marketing T Gangadhar.

The radio campaign has a different treatment as it is a listener's medium. Out-of-home (OOH) hoardings displaying the IPL event have been erected in 150 towns. Besides the channel will have on-ground promotional activity across India as the tournament approaches.

"Males were always skewed towards cricket but with a 360 degree approach our attempt is to get the entire family to view IPL as the matches are scheduled for prime time," added Gangadhar.

The Manoranjan Ka Baap TVC is set in the early 70's. It starts with a lady delivering twins but the irony is that the father of the kids is unknown. The twins are named as 'Mano' and 'Ranjan' who later on grow elder and look for their father. The voice over in the campaign then says that the Baap of Manoranjan has arrived on Max.