MAM

IPL 2019's ‘Game Banayega Name' campaign aimed at younger, contemporary audience

Taproot Dentsu reveals the backstory to Star's IPL campaign

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/03/29/Game%20Banayega%20Name.jpg?itok=ZmriJuIg

MUMBAI: IPL is not only prominent for its matches but is also a platform for advertisers to make a mark, similar to the Super Bowl in the US. This year too, broadcaster Star India in collaboration with Taproot Dentsu has created a beautiful campaign which along with promoting the series also tells the heartwarming tale of the players participating in it. The ‘Game Banayega Name’ docu-series highlights the stories of uncapped talents who got recognised because of their game at IPL.

Taproot Dentsu head-strategy planning Shashank Lanjekar shares that the idea behind the campaign was to offer something unique. He says, “When 11 campaigns of a particular brand have already happened, the first question you normally ask is what is new. How do we say something new and also in a way that has never been seen before? That’s how the whole process began for us and incidentally, we came across the line that is written on the IPL trophy, in Sanskrit, which reads ‘Where Talent Meets Opportunity’. So, we picked from there and the campaign was conceptualised.”

‘Yatra Pratibha Avasara Prapnotihi’ is the credo of the IPL game and highlights how the tournament gives opportunities to rank outsiders, to stand with and also play against established international players like Dhoni and Kohli.

ECD Pallavi Chakravarti continues, “The part of the brief (shared by Star) was that they wanted something that appealed to a cricket loyalist as much as is to the infrequent viewer. They wanted something that speaks to everybody. So, for all of us, the thought was to capture the universality of the game. The idea of a newcomer who joins the team to make a name for him connected well to the thought.”

Speaking about the lyrics for the campaign, Chakravarti reveals that the peppy words were co-written by her along with a lyricist. She says, “We wanted to say it in an easy manner that is neither too cumbersome nor too ‘Shuddh Hindi’ or too English. It had to be younger and contemporary so it appeals the most of the audience. The song tells the philosophy (of the game) but not in a very philosophical way.

Co-founder and CCO Agnello Dias shares that it was very taxing to be a part of such an interesting and unique campaign. Summing up his thoughts about it, he says, “I can think of an old saying that states that when you enter a casino, you might win or lose, but if you don’t enter it, you will definitely lose. So, it was a challenge that we took.”

It is for the first time that the players from all the eight teams have come together for a campaign like this, and the energy on sets was undoubtedly infectious. Chakravarti mentions that the players were very cordial to one-another as well as the boys on the other side of the wall. Dias notes that not only the concept but also the way the ad was shot was very interesting. He shares that the screen that the players are seen pushing in the ad is not a special effect, but an actual panel with a camera attached to it.

The docuseries has been shot with five young players, who were selected by a joint decision taken by BCCI and Star India. The main campaign ad has garnered around 15 million so far, as shared by the team.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/17/media.jpg?itok=gZyMOoo0
[Podcast] Media Minds: Brandintellé to help brands do smart marketing during economic slowdown

MUMBAI: With economic slowdown impacting the marketing budgets of the whole industry, it has become quite important for brands to adapt to smarter solutions to implement their strategies with minimal wastage of funds and avoid course correction as much as they can. That’s where platforms like...

MAM Podcasts
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/17/saint.jpg?itok=N7xr3B79
Saint-Gobain Gyproc unveils new brand campaign “Ceiling Nahi Feeling Hai”

MUMBAI: Saint-Gobain India Pvt Ltd-Gyproc Business, a market leader in gypsum-based solutions, launched a new brand campaign “Ceiling Nahi Feeling Hai” with a TVC that will leverage the ongoing festive season. With the insight that doing up one’s ceiling is an emotional experience, starting from...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/17/madinson.jpg?itok=be6jBLV8
Madison Media appointed as media AOR for Medlife

MUMBAI: Madison Media has been appointed as the Media AOR for Medlife—one of India’s largest e-health platforms. The account was won in a multi-agency pitch and will be handled by the agency’s Bangalore office – Madison Media Omega.  Earlier this year, Medlife.com had handed over its creative...

MAM Media and Advertising Account
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/17/ShopClues.jpg?itok=rYvAc2wE
Real Bharat's Shopping Paradise ShopClues Announces 'Maha Diwali Flea Mela' with discounts upto 85%

ShopClues, India’s preferred online marketplace for real Bharat has announced the beginning of its mega festive sale with the ‘Maha Diwali Flea Mela' which will be on till October 20, 2019, with massive discounts on apparel, jewellery, electronic gadgets, home appliances and grooming appliances.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/16/godrej.jpg?itok=J9m7Ux_w
Godrej Appliances puts best foot forward in India’s fight against e-waste

MUMBAI: Godrej Appliances, one of India's leading players in the home appliances segment, introduces a series of e-waste awareness campaigns and collection programs under its banner of India Vs E waste. This International E-waste Day, Godrej Appliances, makes the choice of responsibly disposing of...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/16/inox.jpg?itok=mnZEb_J2
INOX Launches ‘Megaplex’– World’s First Multiplex With Maximum Formats & Experiences

MUMBAI: INOX Leisure Ltd. (INOX), the fastest growing multiplex chain of the country, today launched ‘Megaplex’, world’s first multiplex with maximum number of movie viewing formats and experiences at Inorbit Mall Malad in Mumbai. The 11-screen spectacle built over 60,000 Sq Ft with a total seating...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/16/modi.jpg?itok=Ykg-z_cD
Howdy Modi Summit in Houston leads to Spike in Number of Online Searches reveals SEMrush study

MUMBAI: After winning the last election in the biggest landslide in Indian electoral history, PM Narendra Modi’s popularity hasn’t yet peaked globally shows a recent SEMrush study. Though everyone in India knows PM Modi, his popularity globally is still on the ascent. The Indian PM was welcomed at...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/17/11.jpg?itok=-ze3N2e1
Onsitego revamps its visual and corporate Brand Identity

MUMBAI: Onsitego, a leading provider of after-sales services, has revamped company’s brand identity and unveiled it along with the launch of a new website supported by a multi-faceted marketing campaign to drive awareness about the company’s value proposition.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/16/im.jpg?itok=-B83QBhw
Social beat strengthens its leadership teamwith 3 new executive VP

MUMBAI: Social Beat is delighted to strengthen its leadership team by bring on board AvinashShenoy, PratikshaSinha and TuhinaBapuli as Executive Vice Presidents (EVP) for Mumbai and Bengaluru. They will be working closely with the existing leadership to drive growth and move closer towards the...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories