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Dream11 urges users to #KheloDimaagSe in new rap-led campaign

Dream11 wants to reach a larger audience base & target adoption at an unprecedented scale.

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MUMBAI: Dream11, India’s biggest fantasy sports platform, has launched #KheloDimaagSe, its newest integrated with its brand ambassador and Indian cricketer Mahendra Singh Dhoni.

The new campaign gives all passionate Indian cricket fans the opportunity to engage deeply with the sport. The brand believes that all Dream11 users aspire to employ the same kind of thinking prowess that has made Dhoni the master of the game.

Dream11 first introduced this positioning through #DimaagSeDhoni, its maiden campaign that helped build the fantasy sports category in India. It established Dream11 as a game of thrill, skill and sporting pride, in addition to growing the brand’s user base by three times. Through #KheloDimaagSe, Dream11 wants to reach a larger audience base and target adoption at an unprecedented scale.

The campaign has been conceptualised and created by Leo Burnett Orchard.

Speaking about the new campaign, Vikrant Mudaliar, chief marketing officer, Dream11 said, “In a cricket-dominated country like India, every cricket fan is an expert. With the new #KheloDimaagSe campaign, Dream11 provides users with a unique opportunity to use their sports knowledge, expertise and skill much like the players on the field. With fantasy gaming fast capturing the imagination of the country, Dream11 is a perfect foil for sports fans who love their game and further enhance their love through our platform.”

Leo Burnett Orchard was tasked with creating a campaign that would appeal to more people across India, beyond just the core cricket fan-base. Its vision was identical to Dream11’s – to make Dream11 India’s biggest fantasy sports game.

People get excited by and partake in everything that is adopted by a large number of people. Playing on this insight, Leo Burnett Orchard decided to project Dream11 as a mass phenomenon and not something that is isolated or individualistic.

Speaking about the campaign, Leo Burnett Orchard Executive creative director Amod Dani says, “Dream11 is a game that needs a coherent understanding of cricket and its statistics. While the ‘Dimaag se Dhoni’ campaign made an immediate impact for the brand, making it one of the most sought after games in India, the core objective of ‘Khelo Dimaag Se’ is to make the platform far more social and inclusive. The motormouth, rap approach brings alive exactly what the users are thinking while Dhoni plays a central role in walking us through this musical.”

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