Max, the exclusive broadcaster of the Indian Premier League, announced its new marketing campaign for the Pepsi IPL 2013 called “Sirf Dekhneka Nahi” (Not just for watching).
The campaign theme comes from the fact that cricket is not just a game in this country but a passion that moves every Indian to get up to celebrate and dance.
And so the channel has roped in director-actor-choreographer Farah Khan to establish three unique signature dance moves for the campaign, namely for a four, a six and a wicket. The campaign will have Farah asking the viewers to let go of their inhibitions and groove to the tune of the Pepsi IPL 2013 in support of their favorite teams – the jingle has been composed and sung by Vishal-Shekhar, her buddies.
The campaign features three dance instruction videos and one film, all featuring Farah Khan. These three shorts will showcase women, working professionals and families celebrating the IPL together with Farah teaching them the steps. These will lead to the film that will highlight how IPL binds cricket with dance and celebration and how nothing can beat the fervor of IPL 2013.
To make the campaign a nationwide sensation and to add to Farah’s incredible dance moves MAX has also roped in the popular and talented music director–singer duo Vishal and Shekhar who have composed a very catchy and quirky tune for the Pepsi IPL 2013 campaign.
Said Farah Khan (who had a blast on stage, calling various audience members to dance and teaching them the steps, including the entire Sony team as well) on a serious note, “I am extremely excited to associate with MAX for their marketing campaign. Being an ardent cricket lover and a dancer, I can relate to the feeling of celebrating when your favorite team scores a four and a six or takes a wicket. Just the way I train my stars to let go of their inhibitions and dance with all their heart, in this campaign I will teach the audience not to hold back and enjoy every single celebratory moment of this exhilarating tournament.”
She demonstrated the thought-process behind her dance steps to make it easier for those who came on stage, including the cute time-honored one of “Nazar na lage” (no translations, please!) and a dismissive step that said dismissively, “Ab ghar jaa!” (Now go home!).
The campaign has been created and conceptualized by JWT and directed and filmed by ad film director Rajesh Saathi of Keroscene Films.
Present were also Vishal and Shekhar, Farah’s buddies and comrades in arms. Gaurav Kapoor was the emcee and the Sony roster was lead by N.P.Singh, Neeraj Vyas and Sneha Rajani, the honchos for the flagship channel Sony as well as MAX.