MUMBAI: Topps Sports & Entertainment has launched a television commercial for its IPL 6 trading card game Cricket Attax 2013.

The 45 second long TV Commercial has been created by Tailor India and directed by Sudip Bandopadhyay of Thumbnail Pictures and the track has been sung by the Raghubir Yadav.

Topps (India) CEO Sanjeev Katyal said, “The vision of the brand is to take imagery and likability of Cricket Attax to the next level, and make it a cult brand and position it at a scale worthy of the league itself. (We wish to) To convey the fun aspects of the game to the young ones as well as appeal to parents for the skill, strategy and memory building features of the game."

Topps (India) senior manager marketing and sales Mukesh Jagwani added , “This year’s strategy is to connect with target audience over the emotional benefit that Cricket Attax enables you to relive the IPL experience at home and the self-expressive benefit, that you have the power to literally control and own the league and its super-star cricketers."

The TVC shows an interesting cricket match between two teams where the batsman hits a six on the first ball and the cheer girls start dancing but at the end of the TVC it has shown that the two kids are enjoying while performing the puppet show.

“The creative idea builds on the strategy by celebrating the kids who behave as owner-selector-captain in their own dream world. The kids call the shots by deciding how many spinners to play, who bats in which position, when to take power play etc. Hence, the idea of kathputli was born”, explains Tailor India co-founder Kaushik Mitra.

Cricket Attax 3 is a game aimed at children in the age group of 8-12 that allows them to collect cards, exchange them, build a dream team and then go around playing the game with their friends.