| MUMBAI:
The launch of the most awaited sporting event - IPL 3. What should be the print
ad on the day of the opening ceremony? How could we create a buzz? Yes,
it doesn't get bigger than the front cover. But could we top that too? Was it
possible to stand out by idea and not just on big spends? A
simple idea was created by Ogilvy. Have eight different front page versions of
the same newspaper, on the same day, across India. On each front page, a different
captain. So if you got Dhoni on your newspaper's front page, your neighbour woke
up to Sachin on his front page. Making each front page a collector's item. And
the buzz it has created is evident. If your favourite IPL team is not on your
front cover, go out and find a front cover that has it.
This print campaign
has been released in Hindustan Times (all editions), Mid-Day (Mumbai), the very
idea created by Ogilvy was a media innovation in itself. "This
job, from brief, to idea, to execution, felt like an IPL match. The team was all
charged and excited from word go. They played together and slammed all doubts
out of the stadium, making this idea come alive, “ says Satish deSa, Associate
Creative Director, Ogilvy & Mather, Mumbai. | 
