MUMBAI: Even as Max has set a target of getting an advertising revenue of Rs 7 billion, the broadcast rights holder has decided to spend 20 per cent more towards marketing of the Indian Premier League (IPL) in its third edition.

The promotional campaign for the third season, which kicked off today, is centred around the “homecoming” of the IPL. It features a series of short films shot with the team captains of the eight IPL teams.
 
The films have been shot by Storytellers and directed by Arun Gopalan. Apart from Sony Entertainment Television (Set) network channels, the campaign will also be aired on news channels, music channels, kids channels and regional channels.

"This is just a teaser campaign that we have launched. In February, we will launch a 360 degree full-fleged campain. Our marketing spend would be 20 per cent higher than what it was last year," Max EVP and business head Sneha Rajani tells Indiantelevision.com.
 
The films highlight the theme “We missed you too” as the essence is that the teams had missed playing in India in its second season. The second season of the cash-rich T-20 series was shifted to South Africa as the government had refused to provide the security to organisers.

Through the clips, the team captains express their disappointment at not having had the opportunity to play in front of their home crowd last season and their happiness at the fact that they will be playing in India again.
 
“The campaign captures the mood of the nation and that of the DLF IPL and the teams as well. Last year with the IPL being in South Africa, it left a big void in the hearts of millions of fans in India. Now that its back where it belongs, we want to tell the nation that we too missed them and their overwhelming support,” Rajani adds.