Pepsi IPL 2015 goes with 'Unity in Diversity' theme

MUMBAI: Sony Max and Six, the official broadcasters of the Pepsi Indian Premier League (IPL), have given viewers a reason to cheer by launching the new campaign for this edition of IPL: ‘Ye Hai India Ka Tyohaar.’ 

As the name suggests, the campaign aims to connect hearts and lives by creating a national euphoria and strengthening emotional affinity towards the sport. 

‘India Ka Tyohaar’ invites people to break their differences and join in the revelry, which is aptly communicated through a heart shaped mnemonic that excludes spirit of togetherness. 

The campaign kicked off with a series of three prequels set in distinct situations of people’s life, ending with the common message of ‘India Ka Tyohaar.’ Sony Max and Six have roped in the musical duo Salim-Sulaiman to compose the anthem “Dooriyan chodkar... dil se dil jodkar.”

Sony Max EVP and business head Neeraj Vyas said, “Pepsi IPL reaches out to people across age groups, gender and languages. This year’s initiative is a unique thought that stems from the insight of how Pepsi IPL over the years has grown to be a huge festival which people celebrate together. It is a perfect blend of cricket, entertainment and festivity packaged in one. The campaign will be promoted in each and every platforms. And with time we will launch an interactive campaign for the digital medium.”

IPL starts right after ICC cricket World Cup and when queried about it, Vyas told, “We have learnt from our experiences before and that’s why we have a different campaign this time. IPL has its charisma and the campaign will back it. The 2015 edition is going to be bigger and better and in all aspects and I am sure about it.”

The multilingual concept will be witnessed during IPL too as the tournament will be showcased in five different languages viz English, Hindi, Bengali, Tamil and Telegu. While Sony Aath will feature the Bengali edition, MSM may launch two new channels for Tamil and Telegu. But the ad inventory will remain the same and regional players won’t get the opportunity to participate for a particular region.

DDB Mudra CCO Sonal Dabral said, “If cricket is a religion in India, Pepsi IPL is the only true festival. Unlike any other sporting event in the world, it’s a microcosm of the passion and madness that envelops our country whenever cricket is played, uniting hearts and minds in its wake. And unlike any other festival in India, this is one festival that every Indian celebrates. It got the colors of Holi the festivity of Diwali the brotherhood of Eid and joy of Christmas. What else can you call it but one amazing India ka tyohaar? Its been a privilege and an honor to create this big idea for Pepsi IPL.”

Speaking to Dabral said that the name behind the campaign came because of all the religious diversities we are witnessing now a days, “The video shows Muslim man picking a Sikh kid on his shoulder and that’s the beauty of IPL and that’s why it’s ‘India ka Tyohaar,’” he concluded.

Latest Reads
Big Trunk Communications bags digital mandate of Discovery Kids channel in India

Big Trunk Communications, a Mumbai-based full-fledged creative digital agency, has acquired digital duties for Discovery Kids channel in India.The business was won as part of a pitch against leading digital agencies.

Television TV Channels Kids
Zee Tamil strengthens its weekend programming

MUMBAI: Zee Tamil, the tamil general entertainment channel of ZEEL, recently announced its decision to spruce up its fiction bands for weekends.

Television TV Channels Regional
Times Television Network elevates Nivedita Oak to DGM

Times Television Network (TTN) has elevated Nivedita Oak to deputy general manager - influence. Earlier, Oak was the regional head for Zoom, FCT and branded content. She has been working with the Times Network for the last 11 years.

Television TV Channels People
History TV18 to release third film in ‘Special Operations India' series

History TV18, a pan-Indian television channel, is to create a documentary on counter-terrorist operation at Pathankot air base named Special Operations India: Pathankot. This one-hour documentary will be aired on June 25 at 9 pm.

Television TV Channels Factual & Documentary
CNBC-TV18 successfully concludes the 8th edition of the ‘India Healthcare and Wellness Awards 2018’

NBC-TV18, India’s leading English business news channel along with ICICI Lombard hosted the 8th edition of the ‘Indian Healthcare and Wellness Awards 2018’ at The Grand Hyatt, Mumbai.

Television TV Channels News Broadcasting
MN+ to air Indian Television premier of ‘Tulip Fever’

MN+, the Gold Class of Hollywood Movies from the Times Network, brings to the viewers, for the first time on Indian television, the celebrated romantic historical saga– ‘Tulip Fever’. The movie will premiere on Sunday, 24th June at 1 pm and 9pm on MN+.

Television TV Channels English Entertainment
Sony Music acquires the music rights for 2018’s much awaited sports drama film ‘SOORMA’

Global music giant, Sony Music has acquired the music rights for Soorma – the greatest comeback story of the hockey legend Sandeep Singh.

Television TV Channels Music and Youth
Epic and Rupa publications announce the umeed india book on the occasion of international olympic day

EPIC TV - India’s only Hindi language, Indian Infotainment channel celebrates International Olympic Day with an exclusive unveiling of the first look of the Umeed India book published by Rupa Publications and based on its popular series, of the same name hosted by ace cricketer Virender Sehwag.

Television TV Channels Factual & Documentary
Iconic series Blue Planet II set for Indian TV premiere on Sony BBC Earth after a successful theatrical run

All eyes on TV as India’s #1 factual entertainment channel, Sony BBC Earth, premieres the world-renowned, path breaking and breath-taking series Blue Planet II for the Indian audience on June 25th at 9 pm.

Television TV Channels News Broadcasting

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories